Despite all the campaigns showing how adopting a dog can save its life, every year 100,000 animals are put down in Portuguese kennels.

What if people realized that adopting a dog could save their own lives? With this insight in mind we created a whole range of medicines inspired by the healing properties of owning a dog.

The pop-up pharmacy was a 24h event in the central Pharmacy of Alhandra - satellite city of Lisbon and a place with a high percentage of health problems due to less federal investment in public health. We changed all the medicines of the pharmacy for the ones we created inspired by the healing properties of owning a dog. Dozens of clients were “medicated” during the day and had the most varied reactions.

All the reactions were filmed and the best ones entered our seeding film that conquered the web through the social media accounts (Mostly Facebook & Instagram) of Royal Canin and 3 animal health NGO’s: Cão Viver, Guadi and Uppa.

Not only did people get the message, they also joined the campaign by posting photos of the dogs they adopted with the hashtag of one of our medicines.

Our partner, UPPA (Union for Animal Protection) registered an increase of 123% in visits to their kennel compared to the same period (month of April) last year.

In 2017, no other social responsibility campaign in Portugal had so many free media in TV & radio prime time, newspapers, magazines and famous blogs. Not to mention the huge (and not paid) online interaction with thousands of posts, shares and likes. In a total, until now, of 500.000€ in earned media.

Social Media results:

1,533,733 Views

15,980 Interactions