The campaign for the Associação Animais de Rua, developed in partnership with MindShare, aimed to prove that in order to mobilize the target and modify their attitudes and behaviors, in this case, in relation to the abandonment of domestic animals, it’s not necessary to fall into clichés, have great resources or be “on air” a lot of time.

The Idea

With only 3 days of paid media and through a direct and aggressive language, we created 5 videos, where 5 Portuguese public figures “spoke” directly to the target.

The videos were spread through social media channels, putting the issue on the agenda of society and generating an extraordinary return to the Associação Animais de Rua.


Some of the results we are proud of, are: in three days, Claudia Cadima's video on Facebook reached about 3.4 million users, with more than 12 thousand shares; on the first day of the campaign, Manuel Marques's video was the second most viewed video in Portugal.

On the other hand, Associação Animais de Rua's community tripled and created a wave of solidarity which has resulted in increasing the number of volunteers and potential adopters of abandoned animals, but, above all, have encouraged a change of consciousness and behavior.