Objective
According to SPCA, over 1.5 million shelter dogs are euthanized every year. This is mainly because three in four households prefer to buy a pet from a store instead of adopting one from a shelter, thereby leaving shelters unable to cope with massive numbers of unwanted animals. People do not adopt shelter dogs because of the perception that there is something wrong with them – because they were abandoned, sick or damaged in some way.
Our objective was to originate a PR campaign idea that would change the perception that shelter dogs are flawed, or imperfect compared to animals...