FCB Ulka Advertising encourages people to adopt the banner to help India’s wounded street dogs
World For All, an NGO, provides medical care and shelter for wounded street dogs in India. But with a growing population of strays, the funds they receive aren’t enough to sustain expensive treatments. What’s worse, injured dogs rarely get adopted and are left to die agonizing deaths. With a zero media budget, their challenge was to get the message out. FCB Ulka Advertising’s idea was simple, instead of asking people to adopt a dog they asked them to adopt a banner. They designed a microsite and invited bloggers and websites via Facebook and Twitter. They could pick a banner, copy and paste the code and embed it on their site. Once embedded, the banner was adopted. A click on the banner led visitors to the donation page.
They inspired bloggers and sites to supply free media spaces for our cause. In just 25 days, over 100 blogs and sites Adopted the Banner. Generating over 8 Million Media Impressions, tripling donations, at zero media spends and more importantly helping more than 200 dogs recover from grievous injuries.