Every year, 4 million unwanted cats and dogs are euthanized. In California alone, that amounts to 2,886 animals per day. And while almost everyone realizes the importance of getting their pet fixed, the topic is rarely top-of-mind. We needed to grab peoples' attention and jump-start the conversation - enter Animal Instincts, the first condom designed for dogs and cats.
We created a pet condom machine and placed it in popular dog parks. The machine dispensed shrink-wrapped brochures that were designed to look like real condom packs and which educated people about the importance of spaying and neutering your pet. We also created a website for our product that drove traffic to the SF SPCA site.
With no media budget we were able to not only get noticed, but were also covered in numerous magazines, newspapers and television news programs. People talked and, most importantly, the number of spay and neuters increased substantially at the SF SPCA's hospital.
Efforts also included social media.