We use interactive screens to create the illusion of looking at dogs moving around in cages. The screens are equipped with very sensitive motion tracking devices, which change interactive films as passers-by approach. As they get closer to the screens, the dogs become excited and their 'thoughts' appear above them. When you are within arms reach, the 'thoughts' become a touch screen, which you can use to enter your details and select whether you would like to be contacted to volunteer, to donate or adopt an animal. The screens are being placed around London in high-traffic office building lobbies. To make the media work harder, we collect information at point of contact, when the emotional connection is strongest.

The campaign launched in late April 2008 and the screens are being distributed through high-traffic office lobbies and public spaces throughout the next year. We hope to raise awareness, volunteer numbers and donations by 10% in 12 months, ranking with the most successful campaigns by Battersea Dog and Cat Home.