Background:
Every fourth retiree in Russia is alone. Risk of early death among lonely people reaches 70%.
There are 100 000 stray dogs in Moscow. Their lifetime is 2 years.
To live longer, stray dogs need to be taken care of, while lonely people need to care for someone.
Solution:
«Care prolongs life».
We have created “Friend for friend” program to train stray dogs to become companion-dogs for lonely retirees.
Together with city shelters we train dogsto adapt to elders. We help lonely people become owners of these dogs.
Execution:
Website to change perception of stray dogs and to introduce them to future owners.
Because of zero budget, we started working with volunteers: bloggers, journalists, photographers, film directors.
Program started to gain notoriety really fast. We won “Socially Active Media” festivaland Sanoma IMedia provided us with free press coverage.
Result:
In 3 months, 27 500 000 media impressions with media value of 10 500 000 rubles.
The project was remarked by Moscow Government and received their approval for further development.