This idea helps to increase adoptions by re-anchoring the perceptions of each animal. Shelters can be depressing places to visit, and stereotypes about animals being aggressive or shy sometimes play a role in people deciding not to risk taking one of these animals home. Pet stores, however, have a more positive perception.

By altering the environment in which people meet their new pets-to-be, we are helping to extinguish the preconceptions of these animals being less ‘ownable’ than non-rescue hounds. By changing the environment from a negative to a positive factor, more animals are likely to be taken home.

Hundreds of pet shops across the country have joined the project. All of them will lend its displays for a day. 41 dates have been scheduled so far. Priceless Pets has been highlighted in national and international media. We got 30 minutes of live airplay in one of the most important TV shows in Brazil. Our video was the 2nd most visited link on BuzzFeed. Over 20 national celebrities supported the idea. And what really matters: we got an impressive increase of over 1000% in adoptions. Minds were changed, hearts were touched.

To achieve our goal of confronting people about their perception of pet shop animals and shelter animals we had to do the live experience right on the spot, in the pet shop. However, the message needed to be carried on. So, the filmed experience was then distributed online. We did a massive PR effort to insert the video as content, not as paid media. As this is a pro bono cause, we got loads of non-paid media. We also distributed it through Instagram, Whatsapp and 1min versions were aired in cinemas and indoor digital adverts like bus TVs and elevators.

Our target was the general public. Anyone that would be interested in getting a pet. To be specific, we wanted to try to change the perception of those who go to a pet shop to buy an animal.

The campaign comes in a great moment for Purina and Quatro Patinhas NGO. Purina has not a legacy on adoption programs like Pedigree and they needed to make a point on this issue.

Quatro Patinhas NGO has 350 animals at their shelter. They have pretty high costs to keep the animals healthy and in good conditions for adoption.