We developed thirteen 30 minute episodes with a very engaging content. Each program mixed the personal pet story of a well-known celebrity (TV presenters, actors, singers, a writer and a football manager) with health and well-being advices from pet specialists. They participated in a disinterested way. We managed to broadcast the program in a premium audience fringe on the second national public TV station (La2), largely thanks to the power of having fresh new content. We gave them the show, and in turn they gave us the space and program promotion. We only had to pay for production costs. In order to have more impact and bust the buzz we created a web (http://www.masqueperrosygatos.org/) and a Facebook profile (http://www.facebook.com/fundacion.affinity) where people could see all the episodes, dive through additional content and share it with other people. We also supported the launch with an online campaign with display and video formats.

Thanks to the program now more than 6,000,00 of owners know better their pets and are more aware about abandonment. An audience success: more than 6 million of audience, with an average of 415,000 each program. A relevance success: the Affinity Foundation brand awareness increased from 22% to 26% and Facebook fans database grew up by 30%. However a stronger measure of its success is that La 2 is re-broadcasting with no extra cost the program during the first quarter of 2012. And now we are preparing the second program season that will be broadcast in second quarter of 2012.