Over 607,000 animals are euthanized every year. This is mainly because 3 in 4 households prefer to buy a pet from a store instead of adopting one from a shelter, leaving shelters unable to cope with the number of unwanted animals. People do not adopt shelter dogs because of the perception that there is something wrong with them—because they were abandoned, sick or damaged in some way.

This is a devastating problem for Causes for Animals Singapore, who seek to find loving forever homes for the unwanted animals that they rescue.

We needed to create a PR campaign idea that would change people’s perceptions of shelter dogs, and help the animals to be seen as desirable rather than flawed. Our aim was to turn the negative perception of shelter dogs into a positive, resonant one—thus improving attitudes to adoption.