The Sydney Dogs' Home had insufficient funds to be able to care for all of the abandonded dogs that were being brought in. If these dogs were not rehoused, they would be killed. Our job was to get people to rehouse a dog or donate money to the home.

This communication needed to be inexpensive yet have major impact. We needed to remind people of how rewarding it is to own a dog. If they were unable to house a dog we gave them the opportunity to either make a donation or to pass the creative onto someone that they thought would be interested in helping. These were dropped in the letter boxes of houses in areas that local council figures showed had the highest rates of dog ownership, by Dogs' Home volunteers.

Approximately 40 dogs are brought into the home each week. Prior to our involvement, only around 30% of these dogs were rehoused. The rest, around 28 dogs per week, were put down. This letter box drop has seen these numbers reversed. Now 75% of dogs brought in to the Sydney Dogs' Home are found loving and caring homes. This means approximately 18 additional dogs are now being saved per week.