FOUR PAWS is an international NGO defending animal rights. On September 2nd 2013 tragedy struck, throwing Romania into an image crisis: a 4 year old boy was killed by stray dogs in the center of the capital.

The issue was discussed in European Parliament; a mass euthanasia emergency law was adopted. Dog catchers flooded the streets; hysteria pushed people to kill dogs on their own, putting Romania to shame internationally.

CHALLENGE: gain attention and support of Romanian authorities by finding a solution to stray dogs, accepted by all stakeholders.

SOLUTION: turn “dogs against people” in “dogs for people”. Meet the GOOD DOG CATCHER: training stray dogs to become assistance dogs for people with disabilities.

The campaign focused on a dog trainer who became the Good Dog Catcher, wondering the streets and shelters in a branded van, searching for the world’s first Assistance Stray Dog. We documented through photos & videos the recruiting, training and finding a physically impaired owner for Karma the Assistance Stray Dog.

RESULTS:

For the first time in Romania, the Parliament issued a law regulating the existence, training and funding of assistance dogs.

Authorities now seriously consider training stray dogs instead of euthanizing them.

The campaign was covered by major Romanian TV stations in prime-time news and top audience shows. The free coverage totaled nearly 15 million PR impressions and EUR 550.000 EUR in rate card estimate.

People from 43 countries on 5 continents became fans of the Good Dog Catcher on Facebook.

Total campaign costs: 116 EUR.

The experiment unfolded with 100% authenticity, growing as a true genuine movement. The campaign focused on Catalin Cornea, a trainer specialized in rehabilitating dogs. He became the world’s first Good Dog Catcher, in search of the first Assistance Stray Dog.

The project was less of an advertising campaign and more of a living organism on facebook.com/HingherulCelBun.

Apart from a logo and a few visuals, the campaign’s execution consisted of authentic, real-time content, powerful through its 100% real emotion: photos and videos of recruiting, training and finding an owner for Karma the Assistance Stray Dog.

Just like dog catchers do, Catalin wandered the streets and shelters of Bucharest in a van; unlike them, he was highly popular. Dog candidates flooded the Facebook page. The chosen dog was given a name by the fans: Karma. We found Karma’s physically impaired owner, Mircea, who lost both his legs in a car accident.

Total budget of campaign: 116 EUR.

For the first time in Romania, the Parliament issued a law regulating the existence, training and funding of assistance dogs. Most important, authorities now seriously consider training stray dogs instead of euthanizing them.

With 0 (zero) media budget, the campaign was covered by major Romanian TV stations in prime-time news and top audience shows. The free coverage totaled EUR 550.000 EUR in rate card estimate and nearly 15 million PR impressions.

People from 43 countries and 5 continents became fans of the Good Dog Catcher on Facebook page, which build a highly involved community around the cause.

Facebook engagement indicators: Engagement Rate 145% (vs. 20% = pets category average);

Interaction Rate: over 5 interactions/fan (vs. 1 = usual benchmark);

Average fan interactions: over 145/day (vs. 115 = pets category average).