Background

The number of dogs that need blood donation is rising in the Philippines. However, there are no dog donors that can readily give blood, mostly because of the lack of public awareness among pet owners—they don’t know that their dogs can donate blood. That’s why most dogs in urgent need of a transfusion do not survive. A campaign was needed to create awareness on blood donation, reaching pet owners in Manila in locations where they frequent.

Describe the creative idea (40% of vote)

Cara Phil, the country’s biggest organization that protects animal rights, created “Red Dogs,” a poster campaign that featured images of dogs whose markings and coat patterns were turned to red instead of the breed’s traditional colors. By doing so, the posters showed how donated blood is a part of a dog’s biology. Each postcard featured a different dog breed, and various information about the need for blood donation in the Philippines.

Describe the execution (40% of vote)

We took and shot images of dogs of different breeds, from a Dalmatian, French Bulldog, Labrador, Maltese, to an Aspin (local Philippine dog breed.) The colors and markings on the each of the dogs’ coats were turned to a deep red in post. The posters were put up in Cara Phil events for pet owners, pet-friendly malls and animal clinics.

List the results (20% of vote)

The posters were put up in Cara Phil events for pet owners, pet-friendly malls and animal clinics. The campaign is still ongoing. Results will be gathered as soon as they are available.