Dog Aid Australia direct mail case study

How does a charity capture people's attention and inform them about the animal rights without preaching? Dog Aid Australia wanted to raise awareness about a proposed bill which would legalise the dog meat trade in Korea. So it used an integrated marketing campaign consisting of direct mail door drops, email and viral marketing.

The creative took the form of a 'Golden Paw' takeaway menu with the serious message '2 million dogs are slaughtered in Korea every year' tempered with funny one-liners such as 'may contain traces of frisbee'.

In the first month after the campaign, the charity saw a 150% increase in signatures, while website traffic rose by a massive 450%, from 200 to 900 hits per month.