Animal Rescue Sofia: The AmBARKsador
There is a saying, attributed to Mahatma Gandhi, that “The greatness of a nation can be judged by the way its animals are treated”. Convinced in it, we in Paragraph 42, preferred partner of Ketchum in Bulgaria, developed targeted and very creative campaign for Animal Rescue Sofia – Bulgarian NGO that offers help for abandoned and stray animals.
The organization is managing a shelter, called “The Farm”, a vet clinic and a ranch sanctuary. Every brick in the wall, every tile and door; every kibble, vaccine and pill; every journey, passport and microchip; every life saved; everything that they do for the dogs are only possible because of the donations and volunteering.
Therefore, our campaign, named “The AmBARKsador” aimed to increase regular donations for Animal Rescue and for that reason by now we developed and implemented its first phase. It was promotion of a platform and creating special vegetarian hot-dog named Rescue Dog with part of its price going to “The Farm”, and promoting it through special event and various media and influencer activities. With a budget, close to zero.
The only way to make sure that Animal Rescue has a stable future is by creating a campaign which will leave a mark on people’s heart and motivate them to donate for the cause. “The Farm” has no big sponsors, nor is it a branch of an international organization. But professionals there work thanks to the people who love animals and help regularly with what they can.