Hero/Love/Freedom/Pee

Client: Red Dot Animal Programs
Over 200,000 healthy animals are killed every year because nobody wants them. You can be a hero to a pet in need by adopting them from Red Dot Animal Programs.

Creative Rationale for Main Concept 1: Firstly, the picture of the dog behind bars evokes an emotional response from dog lovers. It creates a juxtaposition – a healthy, innocent dog shouldn’t be behind bars. The dog is in a place that no-one wants to be. The headline uses a song lyric, recognisable to fans of both 70s pop music and the Shrek movie franchise, and targets people’s instinct to help the homeless. However, both the headline and photo pique interest by omitting key details – why the dog is imprisoned, and where is its hero? The body copy then answers the questions – the dog is on death row because nobody wants it, but the reader can be its hero. The copy then goes on to alleviate some common concerns around adopting a rescue dog – is it healthy? Does it have behavioural issues? Are there additional costs? The copy ends by telling the reader that the most important factor – love – is one which the reader can easily offer.