SPCA Selangor is an animal welfare organisation and shelter for strays. One of its primary services includes an adoption programme targeted at potential pet adopters. These people were in a situation that might see the need or want for a pet dog, but they were not currently addressing it.The task was to highlight that need, and answer it with encouragement to adopt a faithful canine guardian from the SPCA. Seeing as the SPCA is run on a tight budget, the medium of communication had to be low-cost yet impactful.

‘Warning’ signs were placed at house gates with the copy “BEWARE OF BROOM” and “BEWARE OF ROLLING PIN”. This was followed by the message “Nothing protects your home like a dog.”With the bold graphical treatment typical of such signs, they fit perfectly within their context: non-gated neighbourhoods where security was a valid concern. The overall look struck a balance between humour and the reality of the situation.Due to a limited budget, the signs were printed on art card instead of plastic plaques. However, careful design direction ensured they had as powerful an impact as a more expensive material.

Within approximately a month of distribution, SPCA Selangor received a total of 626 calls. With 1,000 units distributed, that means a 62.6% response rate. Out of the 626 enquiries, 255 respondents visited the shelter.During the 1.5-month campaign period, 78 puppies and dogs were adopted compared to the average of 18. This equates to more than a 330% increase in adoption.In addition, the SPCA Selangor website received 1235 unique visits during the same period, with an overall increase above 100%.