World For All, an NGO, provides medical care and shelter for wounded street dogs in India. But with a growing population of strays, the funds they receive arenât enough to sustain expensive treatments. Whatâs worse, injured dogs rarely get adopted and are left to die agonizing deaths. With a zero media budget, their challenge was to get the message out.Our idea was simple, instead of asking people to adopt a dog we asked them to adopt a banner. We designed a microsite and invited bloggers and websites via Facebook and Twitter. They could pick a banner, copy-paste the code and embed it on their site.
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