Pedestrians jaywalking represent the main cause for road accidents in the Romanian cities and the second one, nationally. Therefore, a campaign addressed to pedestrians was needed in order to make them more responsible in traffic.

The insight: stray dogs adapted to city life and learned to protect their life by crossing the streets on marked crosswalks. Therefore they were the perfect example for pedestrians. All footage was taken with mobile phones over a period of 1.5 years, in various Romanian cities.

After the ad was first broadcasted on TV, in the beginning of 2013, we sent a press release with information about the campaign, focusing on the stray dogs issue. The Romanian press immediately started discussing the campaign. Shortly after that, due to the controversy surrounding stray dogs, France-Presse published a story that generated topics on websites all over the world. After a while, we sent another national press release depicting the impressive dissemination of the campaign - and more articles appeared.

The pro-bono campaign with no media budget became an instant hit worldwide, generating 78,300,000 impressions with an estimated value of $1,445,000 free media on all channels, including articles.

Our campaign stayed on air for 9 months and on the video outdoor inside public transport for 6 months. As a result, 12.3 million people saw it on TV, and 1.455 million people on public transport.

Catching scenes showing pedestrian stray dogs took over 1.5 years, in various Romanian cities. Nothing but mobile phones were used.

Most of the campaign exposure was obtained through PR effort: TV (aired for free as a social campaign), online (video sharing, social networks, blogs, online press, forums, animal protection associations), outdoor (LCD monitors in 500 Bucharest buses).

At the beginning of 2013, after the TV launch, we sent a press release about the campaign stressing upon the social issue that stray dogs represent in Romania. Shortly after that, France Press published a story that generated topics on websites all over the world. A few weeks later, we launched a new press release depicting the impressive dissemination of the campaign, and more articles followed.

Even though people from other countries aren't used to seeing so many stray dogs on the streets, they were touched by the universal insight of the campaign.

We showcased the campaign at the following events:

The Police Day - March 25

The International Road Safety Conference - April 14-16

The Michelin Road Safety Days - September 28-29

At the International Road Safety Conference, the Romanian Traffic Police received special congratulations from other police teams in the region, and from the Internal Affairs Ministry.

So our effort in all those events helped the Romanian Traffic Police improve its reputation internally and externally

The campaign was accepted pro-bono by 15 TV stations and public transport media.

News about the campaign hit prime time news on 5 main local TV stations. 21 other TV stations picked up the story from France-Presse. The message was translated in 20 languages and the news spread on 415 websites, reaching people from more than 50 countries on 5 continents. Hundreds of comments were generated worldwide, 95% positive.

In Romania, the campaign polarized discussions, and most negative comments (35% vs. 65% positive) were addressing the stray dogs issue, and not the idea of the campaign.

The astonishing results brought regional appreciation to the Romanian Traffic Police and congratulations from the Internal Affairs Ministry.

Total impressions on all media channels, including worldwide articles: 78,300,000.

The free campaign exposure on all media was estimated at $1,445,000.

The most important result: 11% less deaths in pedestrian-caused accidents nationwide (January-July 2013 vs. 2012).