The Lost Dogs Home: Human walking program

This case study explains how The Lost Dogs Home, an Australian animal shelter, changed perceptions of shelter dogs to increase adoption rates.

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...

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