Red Panda Romania launched “Invaluable friend”, a campaign that aims to change Romanians’ perception over pets in shelters and encourage the adoption of those animals.
According to an iSense Solutions study from 2016, around 50% Romanians living in urban areas are owning pets (65% dogs and 52% cats), and there are over half million dogs with owners just in Bucharest.
Despite that, the number of dogs adopted from shelters is very small compared with the number of pets bought from different sources. Behind the animals sold online, in stores and markets, there is a profitable industry, but also a real drama lived by the animals used for breeding.
To avoid encouraging the illegal commerce with pets, the future owners have to options: to go to serious breeders that are enlisted in special associations, or to adopt from a shelter.
In the public or private shelters there are thousands of dogs and cats that hope for adoption and for a family. Moreover, the pets who are in NGOs care are offered for adoption after being vaccinated, sterilized and socialized, and volunteers can recommend the dog that matches the best the lifestyle of the adoptive family. The adopted dogs, adults or puppies, can adapt easily to a family life.
The campaign encourages the animal lovers to have as their first option to get a pet the adoption and not the purchase. The main component of the campaign is represented by a video interview with authentic reactions of people who were asked questions about their best friends. The project was developed by Red Panda Romania association, in partnership with Kinecto Isobar, ad agency part of Dentsu Aegis Network, and support from Apparent Media, director Stefan Muresanu.
- Red Panda Romania: Carmen Simion, Delia Pirvu
- Kinecto Isobar: Vasilica Tanase – Copywriter, Andrei Dumitrescu – Art Director, Raluca Simion – Digital Account Manager, Radu Ionescu – COO
- Apparent Media: Stefan Muresanu – director
Red Panda Romania has the mission to educate and promote a better society, in which one shouldn’t generate suffering for humans and the other species living along us. The association has educative projects aimed to inform and generate responsibility among children, young people and adults, programs for community, projects for animals without owner (save, rehabilitate, adopt) and for well-being of horses, programs to sterilize dogs and cats in order to prevent unwanted breeding and abandon
Founded in 2002, Kinecto is a Romanian digital communication agency. Since 2013, Kinecto is part of Isobar, global digital agency which reunites 4,000 specialists in offices in 44 countries