In Costa Rica, a country with a population of 5 million, it is estimated that there are over 2 million abandoned dogs. These dogs for the most part have no particular breed and are derogatorily called “zaguates”.

For us Territorio de Zaguates, the biggest dog shelter in the country, it was necessary to bring about cultural change regarding the negative perception that exists when adopting non-breed dogs.

The media opportunity/insight:

Published in 1940, The Little Prince by Antoine de Saint Exupéry contains one of the most beautiful stories about friendship ever written. A story that has already changed the lives of millions of people around the world, but we noticed that with a small text alteration it could also change the lives of thousands of abandoned dogs in Costa Rica.

We created The Little Prince Zaguate Edition, a special edition of the most read children’s book in Costa Rica and the world, with a subtle yet powerful change.

By swapping only two words throughout the original text, fox for zaguate and tame for adopt; we resignified the original narrative giving new meaning and purpose to the most relevant friendship story inside the book.

Excerpt from the original The Little Prince:

To you, I am nothing more than a fox like a hundred thousand other foxes. But if you tame me, then we shall need each other."

Excerpt from the Zaguate Edition:

To you, I am nothing more than a zaguate like a hundred thousand other zaguates. But if you adopt me, then we shall need each other."

The key message of the strategy was to highlight the fantastic friendship that developed between the little prince and the zaguate. A friendship could now become reality by adopting a zaguate.

The public relations strategy was based on special events, relations with the media and the involvement of key influencers.

The primary audience for the campaign was families with school-age children.

The book was launched at the Costa Rica International Book Fair, where people could pre-order their copy of the book. This event was visited by more than 50,000 people.

Two weeks later, when the book hit the bookstores, we did a media tour and special events like adoption fairs and book signings. The book was sold exclusively at Librería Internacional, the largest bookstore chain in the country, with a presence throughout the national territory.

The digital media campaign were planned to reach 11 million impressions.

The outdoor media campaign reached the 46% of our target (2 million people).

Additionally, the book was adapted as a stage play by Teatro Espressivo, the largest theater company in Costa Rica. A season of 12 shows that were seen by more than 300,000 people.

The Little Prince Zaguate Edition became the Best-selling fiction book for Costa Rica in 2022.

+$950.000 of free media coverage.

An increase of 1300% in the shelter adoptions.

The Ministry of Education, in partnership with a special Unesco program, decided that the book should be studied in schools nationwide.

The book has become a significant and steady source of income for the shelter.