Here at Hotcow, we are great advocates of emotional appeals within experiential marketing, and this heart-wrenching campaign from Fundadora Proanimal Chile literally brought tears to the Hotcow office.
Following the brutal cull of hundreds of stray dogs in the Chilean city of San Joaquín, the animal rights charity used creative experiential tactics to give the animals a voice and create awareness to the violence against the street dogs.
A public social movement was created through the innovative use of QR codes, which were placed around the necks of hundreds of dogs. Once scanned, a letter written from the perspective of the dogs appeared on the mobile phone, containing a graphic video for people to witness the awful animal cruelty occurring on their doorstep.
A creative approach to an extremely moving cause, this campaign not only increased awareness to the plight of the animals, but also helped to change people’s opinions towards the strays.
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