Thousands of people visit shopping malls every day.?But do you know how many people visit animal adoption centers every day??Very few. How to attract just a few of mall visitors to the adoption centers? We found a solution: via a new medium. The insight came from the following observation: the TVs in mall stores will screen just about anything. Why not use the medium for something that would really make a difference? We advertised dogs up for adoption on them, 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 drew the public’s attention.

The adoption center had a considerable raise in their visitors rate. 13 dogs were adopted in the first day, 9 dogs in the second an 11 dogs in the third day. 40% more than the number of dogs adopted in the previous month.