Aid for the cat crisis
In a country as small as Finland, the number of abandoned pets is staggering: 20,000 in one year to be exact. The situation with cats is so bad it can’t be described as a problem anymore – it’s a crisis. That’s why we set out to design a pro bono campaign for SEY (the Finnish animal protection association). The name of the campaign? #MIAUtoo.
There were two target groups for the campaign: people who abandon cats and people who want to help solve the crisis by donating money to SEY’s invaluable work with helping the cats. The first target group we aimed to influence through communication and to get donors we used social media marketing
Since the campaign was done as a pro bono case, there was no budget to begin with. That’s why it was crucial to find the right partners. And the right partners we did find: Aller, Musti & Mirri, Kinos Rentals, Vaasan, Paulig, Angel Films, Konepaja Bruno, Helsinki Casting and K-Market Alppila. We donated a €1,000 media budget and one full work day of all Dinglers’ work time.
Our goals were set high, but the results were even higher. The campaign, consisting of two videos on social media, two press releases, some paid advertising, a big bunch of flyers (resembling cat masks), the face of Finnish radio- and TV-host Jone Nikula, 72 volunteers and Dingle’s work contribution, resulted in 13 million people reached, 62 media hits and €34,462 donated. We call that a work day well spent