Barbos Cup 2012
According to some data, number of stray dogs amounts to approximately 40% of entire number of dogs in Ukraine. Solely in Kiev the number of stray dogs amounts to 30 000.
The problem is that the majority of people are mean to stray dogs and a great many of people think that stray dogs should be simply culled. The authorities are not really consumed with desire to intervene with situation, the majority of Ukrainians think they can’t influence existing situation.
Youth League for Animal Protection is a volunteer organization that helps animals. The League looks for new owners and funds for shelters, conducts various initiatives etc. One of the social projects conducted by the League is an annual exhibition of outbreed dogs "Barbos Cup." The Cup, as many other social initiatives, has no budget, therefore its marketing support used to be poor.
To persuade people that outbred dogs are not inferior to highbred ones as well as to change peoples’ attitude to stray dogs, - was a target, set for the agency.
Main tasks of the campaign:
1. To attract people to the exhibition of outbred dogs “Barbos Cup 2012” (last year only 300 people visited the exhibition).
2. To collect as much as possible of contributions for stray dogs. In 2011 there was collected 9 597,00 UAH.
3. To attract maximum number of mass media representatives.
The campaign was aimed to persuade people that exhibition of outbred dogs is not inferior to the traditional exhibitions of highbred dogs.
The idea of the campaign was built on a teaser aiming to attract people on the particular date – the 16 th of June. At that time all over the Kiev there were placed posters announcing upcoming show of Madonna.
What can be more popular? Outbred dogs? Why not?
And we’ve designed similar poster with a portrait of a watchdog: “She-dog Madonna will sing for you on the 16 th of June”.