Look for friends the quickest and cheapest way. The first step was to produce a photo session with the shelter's dogs, the portraits were based on their personalities. Then we used the most popular medium to make friends, FACEBOOK. Each dog had a profile, and in a few weeks, they'd begin to make online friends. Each dog got around 50 friends and stayed in constant communication. The campaign began to grow in popularity to the point that the media and celebrities got involved. A few weeks after the first online contact, the dogs' friends were dated at different parks so they could meet in person and so their friendship would grow. We sent direct mails to the dogs' friends consisting of a book which highlighted the values of friendship. Through Facebook, we sent invitations to art expos and dogs' talent shows, these worked as a fundraising source for the shelter.

Results:After the 3 months of strategy:We made over 5000 online friends.The monthly economic donations were tripled.102 dogs were adopted.The other dogs in the shelter got sponsored by the people.Free media coverage.Over half the friends on Facebook became activists of the cause.Important brands, like Pedigree, got involved and they keep helping the shelter to the day.The shelter didn't close down and it's still working.And Finally, for the first time, we made man to be the dog's best friend.