partners for life
During our campaign we highlighted the idea that if one adopts a dog, it’s not only the dog that gets a chance for a happier future - the owner’s life will be more complete, too. We achieved our goal, contrary to most other animal shelter campaigns - not by appealing to guilt or regret, but with positive messages to reach those who are already open-minded towards the topic.
We communicated our message on a quite unexpected online platform: an online dating app.
Our assumption was that having a dog won’t only make you more open, but also fill your life with meaning. In this way, dating will be easier, too. We wanted to prove this through a dating app.
We created 2 profiles for each of our eight volunteers, one with a dog and one without. We signed them up for a popular dating application, where our test subjects for a week at a time liked the first 50 suggested profiles - and then waited for feedback on the profiles with and without a dog. We documented the number of responses through the duration of the test, and our assumption was proved: many more people are open towards subjects with a dog on their profile. To those who messaged our subjects, we sent a link to the campaign’s Instagram page. There we shared the photos of dogs eagerly waiting at the foundation for a new owner.
