The creative's strength was in using existing media - The telephone booths. We amended these booths so that they have the added functionality of becoming adoption booths for stray dogs. This idea is the world's first adoption booth in a telephone booth.

Because stray dogs exist on almost every street of shanghai, similar to the telephone booths being on every street, it made sense to use these booths as adoption booths for the strays. At the same time as the campaign ran these booths acted as advertisements to drive awareness to the public.

Results-

In the first 2 weeks of the campaign, each adoption booth attracted over 10 strays per week and found them all new homes through location based messages that alerted potential adoptees. More importantly, the adoption booths had generated interest on social media, and brought the plight of strays to the fore. Animal Rescue Association of Shanghai (ARAS) are now planning to install the adoption booths nationwide, in the hope that more strays will be saved.