The Lost Dogs Home: Human walking program
GPY&R MelbourneThe Lost Dogs Home
Executive summary
This is the story of how what started as a small dog adoption campaign for a single animal shelter in Melbourne's inner north turned the way people engaged with shelter animals on its head; delivered incremental dog adoptions after the campaign, went global, inspired events around the world from Utah to the Netherlands and lead to countless of dogs finding loving homes.
Total Campaign Expenditure
Donated paid media: ˜$230,000 ($115,000 per event) estimated by public relations company PPR.
What was the strategic communications challenge?
The...