CRISIS: After a 4 year old boy was killed by stray dogs in Romania in September 2013, a mass euthanasia law was adopted. Dog catchers rounded up the dogs to be executed sparking protests defending Romanian stray dogs all over Europe. And a reaction from the European Parliament, as well. "Shame on you, Romania!" become a widespread slogan.
IDEA: FOUR PAWS / VIER PFOTEN Romania created the Good Dog Catcher who took the challenge of turning a stray dog into the first Stray Assistance Dog in the world. In developed countries special breeds are trained to help people with disabilities. But nobody has tried it with dogs that belong to no breed. The Good Dog Catcher searched the streets and the dog pounds for the right candidate. People in social media also sent their submissions of stray dogs from their streets. Eventually one was selected and people named her Karma. She trained hard and met her new owner, Mircea.
RESULTS: Inspired by our initiative, the Parliament issued for the first time in Romania, a law allocating government funding for the training of assistance dogs to help people with disabilities. Our Facebook page gathered friends from 43 countries and hit a record engagement of 145%. The campaign totaled 15M PR impressions and 550,000 EUR in rate card estimate. Everything with a total budget of 116 Euros.
Strategy Director:Ioana Gheorghita
Creative Director:Mihai Gongu
Art Director:Radu Rebei
Freelance Art Director:Raluca Băraru
Account Manager:Simona Miron
Account Executive:Alexandra Rus
Junior Account Executive:Bianca Negre
Social Media Director:Corina Bordeianu
Senior PR Executive:Silvia Jales