Research data showed that there are lots of dog lovers willing to adopt dogs, the problem was how and where to find them. Specially with dog shelters being a niche concept in the country. The challenge - increase awareness about adoption centres and ease the process of adoption at bare minimum costs. We stumbled upon Samsung's Joy Plus Television, and a big idea. The television's 'Like it. Keep it' feature allowed viewers to capture screen content, take a picture and prints of it.

The Big Idea - if dog lovers can't reach out to dogs, why don't we make the dogs reach out to them. The insight - display televisions at stores use animal and wildlife content to showcase picture quality. We thought why don't we use it for our cause. And we showed videos of dogs up for adoption.

The implementation was simple show videos of dogs up for adoption on Samsung Joy Plus televisions. All a dog lover had to do was pick a dog he/she liked, take a picture of it using the Joy Plus television's 'Like it, Keep it' feature, call the animal shelter and take the dog home.

Media used was display televisions at Samsung stores.

The initiative was carried out for a month across Samsung stores in Delhi NCR, India.

As an outcome of the activity many dogs found new homes. And we hope many more will too.