Firstly, instead of just communicating the goodwill of adoption, we created a whole new channel for rescued animals to have an equal opportunity to be loved and homed like any other animals.

Secondly, this idea is timely and targeted as it engages with the audience at the point of getting a pet. Tapping on their emotions at that point, it is easier to convince someone to adopt once they've fallen in love with the animal.

As more pet stores join in the cause, this idea will massively help SPCA accomplish its mission.

Since the launch date is so recent, please check the website (http://justwonderfulthings.com/spca/) for latest results. But it is clear that both SPCA and the pet shops are very passionate about this campaign. They are keen to work together to make this happen because they believe that this campaign will truly help rescued animals, even if it means less 1 sale of dog for the pet shops.

No media is required as the space is volunteered by the pet shops. The only collaterals required incurred less than $3000 such as window decal, brochure and a one-time set up of microsite.