World For All is an NGO, that provides medical care and shelter for wounded street dogs in India. But with a growing population of strays, the funds they receive aren’t enough to sustain expensive treatments. What’s worse, injured dogs rarely get adopted and are left to die agonising deaths.

Our Objective: With a budget of zero we had to get the message out. We asked bloggers and organisations behind big and small websites, to (temporarily) adopt our banners. To adopt a banner, all they had to do was copy a single line of code from our campaign microsite on to their own sites.

By counting on the bloggers, media and even businesses for visibility, we created a positive movement around the problem, which in turn increased donations.

We launched Adopt The Banner on 16th of February, 2018 on a microsite. We invited bloggers and organisations behind big and small websites, to adopt our banners. All they had to do is copy a simple code link and paste it on to their own blog/websites. Within an hour of the launch, our banners started getting adopted on dozens of blogs and websites.

On Facebook and Twitter we reached out to the media, asking them to adopt too. ScoopWhoop, India’s most popular news portal adopted a banner. Followed by The Quint, another leading news website. This new behaviour of adopting a banner to generate funds for medical provisions of stray dogs was endorsed by PETA ambassador and movie star R.Madhavan. Followed by more celebrities and influencers like Soha Ali Khan, Mallika Dua, Sherry Shroff and Sonalika Sahay. Their collaboration with the campaign led to a groundswell of donations across India.