To encourage adoption at the SPCA, we decided to give away free dog leashes. We created a special hoarding featuring life-sized pictures of dogs from the SPCA along with dog leashes that were draped over the pictures to resemble cage bars. Placed strategically at a high traffic area in popular shopping malls, the public was urged to symbolically help free the dogs by taking a dog leash. A web link printed onto the leashes led people onto a microsite, allowing them to learn more about the dogs at the SPCA.

The dog leash hoarding was a big hit, creating a buzz that spread quickly across popular social network sites and personal blogs. Even traditional media took notice. SPCA’s Take A Leash, Give A Life microsite received over 10,000 hits within two weeks. RM3,000 in donations were collected during the first weekend alone. Within a month, enquiries for adoption increased by 500%. SPCA also received numerous requests for interviews and corporate sponsorship offers.