Sadly, over 100,000 shelter dogs are needlessly euthanised every year because most Australians think they are damaged and find it difficult visiting shelter homes to adopt. So, we knew where Australians weren’t going. Yet, based on extensive media findings, we also knew where they were going. And if we couldn’t bring Australians to the shelter dogs, we’d use activations and targeted media to bring the shelter dogs to them.

This became Australia’s most successful rehoming campaign to date with 26m media impressions and over 200,000 bowls of dog food donated via Facebook ‘Likes’. Dog-A-Like became No. 1 App in the Australian iTunes store and we received 5.8m Facebook users during the campaign. Due to an unprecedented following, the ‘Underdogs’ documentary was also aired on national television. But the best part is, we exceeded our campaign target by achieving a 36% increase in the number of dogs adopted. That's over 2,200 dogs every single month that found a new home and a new start in life.

To generate as much impact and activation for campaign launch, we knew Bondi was Australia’s most popular beach. So we created Underdog Day and lined the entire 1.5km foreshore with dog profiles, encouraging people to adopt. This activation alone gained over 22m media impressions. This huge audience were then steered online to where the rest of our activity was housed - including Dog-A-Like, a mobile and Facebook app that finds your perfect match and lets you adopt them, a search engine that centralised every shelter dog in the one database, and our online branded documentary called ‘Underdogs’.