Thousands of people visit shopping malls every day. An unfair comparison with the number of people who visit animal adoption centers every day. How to attract just a few of mall visitors to the adoption centers? We found a way via a new medium. The insight came from an observation: the TVs in mall stores will screen just about anything. Why not use that medium for something that would really make a difference? We advertised on them dogs up for adoption, in an extremely surprising way.

We captured images of dogs that were available for adoption and showed them on the TVs in electronics stores, inside malls. On each TV, we showed a dog, with its name and the address of the adoption center. Soon, the center began to get more visitors. And every time a dog left the adoption center, it also left the TV screen. So even after the dogs were adopted, the blank TV screens got a lot of attention from the public.

After just 3 days, all of the dogs displayed on the TVs in the mall’s electronics stores had been adopted. 13 of them were adopted on the 1st day, 9 on the 2nd, and 11 on the 3rd day. That result meant a lot to the adoption center, which had a considerable increase in its rate of visitors: 40% more than the number of dogs adopted in the previous month