How Dogs Rescue People Эльдар Соколов
Task
In collaboration with Purina, we have launched a special project introducing our users to search & rescue dogs, telling about the important part they play in the search for missing people, about their training, diet and proper care. The project was published as a long-read on its own web page uniquely designed and filled with original content. The material was prepared in consultation with Liza Alert and firefighting & rescue centers.
Ideas and solutions
Multiformat content was prepared for the project. Inner pages and sections of the special project included text with commentary from dog handlers of the Liza Alert volunteer organization and firefighting & rescue centers, a veterinarian gastroenterologist, along with rescue stories and dogs’ profiles. There were also photos of dogs and their training, illustrations, infographics. Several options were suggested for announcing the special project through social media: We created an interactive Instagram quest. The goal was to find the missing person by choosing one of the two actions on photos changing between the created accounts. The user would follow the chain of photos, collect clues and eventually find the missing person. A SAR dog was the main character of the quest. There was an integrated link to the project throughout the quest. There were two ways to start the quest – through the post or stories. We shot a short promotional video for an Instagram story. 10 seconds long, the video included two scenes and packshot Pets Rescuing People. The message of the video was that a dog can be not only a pet but also a saviour. The first scene was a dog at home cut to the same dog running through the forest wearing an orange Rescue jacket, shot from the side through the trees.
