We upped our social media game, transforming our usual adoption announcements into fun GIF memes. Each meme featured an actual shelter animal up for adoption, and was created based on its personality. A call to action on the GIF encouraged people to adopt the featured animal, or if they couldn't, to share the memes. People could just use them in their social conversations on platforms like Facebook and WhatsApp. The more they did so, the higher the chances of the animals finding new homes.

We created GIF memes using photographs of selected shelter animals, and then spread them on popular meme sites such as Giphy, Imgur, Meme Center and SGAG (a local version of 9GAG). The memes were also shared as listicle content on lifestyle sites including Bored Panda and Buzzfeed. The nature of these media meant that our budget spent on media was zero dollars.

The memes caught on quickly. And within 2 weeks, 50% of the featured animals have already found new homes. Phone call enquiries about adoption have also increased. Thanks to the campaign, more people have changed their perception of shelter animals; they now know that shelter animals have lovable personalities too, just like those from pet shops. With $0 spent on media, this is SPCA's most cost-effective campaign to date.