K9 Friends: Second-hand Dogs

SPECIAL USE OF MEDIA | SOCIAL AWARENESS

K9 FRIENDS SECOND-HAND DOGS

The UAE has a very high number of abandoned dogs. Our message was loud and clear, and eventually we got the government’s attention, and a law that criminalizes abandoning pets was issued.

219 dogs adopted

5.5 Million followers reached

AED 1.8 Million Earned media

We turned the dogs’ their heart-breaking stories into product descriptions, ending each listing with our message and call to action.

Influencers volunteered to spread the word on Instagram, helping us reach 5.5 million followers in a couple of weeks.

In the end, we got some love from pet lovers in Dubai and over 200 dogs were adopted. National press picked up on the subject, and eventually the government made abandoning pets in the UAE illegal.