Next to the recycle bins, we installed a "doggy trash can." This was done in front of one of the city's largest and most high-traffic pet shops. Inside the trash can, the people passing by heard the cry of puppy dogs; curious, they opened the trash and saw our message, telling them about stray dogs.Yet the initiative did not end there. All of this was taped and shared online, making this initiative done in one day and in one place into something that lasted much longer online, raising discussion about the plight of the animals and reaching a much larger number of people than those impacted during the initiative itself.

On the day of the initiative alone, hundreds of people were impacted and interacted with the trash can. The activation video reached more than 60,000 views in just 5 days and was widely and spontaneously shared on social networks, impacting more than 300,000 people, including Brazilian celebrities, who also embraced the cause and publicised the initiative. With this, Cão Sem Dono saw its adoption numbers rise by 263%, all with zero investment by the NGO.