"Alone in the city" campaign Yana Zezyulina
Task
«Dobro Vmeste» is a web platform to help homeless animals by connecting volunteers, donors and future pet owners. One of our main objectives is to raise the problem of homeless animals in Russia and encourage people to participate more actively in its solution. Our goal was to create an informational occasion that provides coverage of this issue in the mass media.
Ideas and solutions
Together with professional photographers we created the "Alone in the city" photo project. We made 5 photos, and in each of them we showed the problem that homeless animals face in the city. According to our targeted audience (female, 25-45 y.o., BC, educated and having children) we decided to compare animals with children. This was made for dramatization. After all, homeless animals are really like little children who are lost and trying to survive in a harsh cold city. Often they are defenseless in the face of danger, and only caring people can help them. Campaign results: 10 publications in online media with a total coverage of 1-2 million people, 500 reposts of publications with this photo content in social networks. +30% of visits to our site by people who enter the site address directly in the browser. +10,000 clicks to our site from publications in online media and social networks during the campaign period. 24 placement of our photo materials in veterinary clinics in Moscow and the Moscow Region. 300 downloads of photo material from our website https://dobrovmeste.ru/novosti-fonda-pomoshhi-bezdomnym-zhivotnym/fotoproekt-odni-v-gorode.+230 thousand rub. of collected donations compared to the previous month without a campaign. All 5 works are here https://drive.google.com/drive/folders/1683muiJT1WYAXWvnqvDSeR3D9W5no1L3
