Let’s be honest, most of us in advertising, branding and marketing don’t wake up because someone needs help. We wake up because someone throws us a challenge. A problem. A brief. An impossible objective. Something that makes us think, “Can I crack this?” So, here’s my creative challenge.
CAN YOU MAKE PEOPLE DONATE FOR THE CARE OF STRAY DOGS AND CATS?
No, don’t just like this post. Don’t just comment “Great initiative.”
Can you actually move the cash box?
Can your strategy, idea, storytelling and creativity persuade common people to contribute to something they normally scroll past?
That is the brief.
My wife and daughter currently look after around 20–30 stray dogs.
We take care of Food, Vaccinations, Medicines, Neutering, Emergency trauma cases, and recovery and rehabilitation. At times we even manage to get people to adopt a few. Instagem @loveof.paws
The list and the bills never seem to end and at times become a constraint on how many strays we can help..
No, we are not an NGO, and we are not affiliated with one.
We are simple pet parents and animal lovers trying to do what we can because we can’t wait for somebody else to.
Sometimes generous people step forward. But generosity is unpredictable.
So here’s the creative challenge.
Create a campaign that makes people not just care and appreciate, scroll and share..
Create one that makes people contribute MONEY.
Posts. Reels. Ideas. Stories. Community engagement. Digital experiences.
Whatever low-cost medium you believe can move hearts… and wallets.
Because if communication cannot change behaviour, what exactly are we in this business for?
THINK.
Dig deep for an insight, take the leap, speak the uncomfortable truth, and share the unexpected idea.
And no, you don’t even have to be a dog or cat lover.
You may be afraid of strays. You may have had a bad experience. That’s irrelevant.
Most of us have worked on brands we never bought, products we never used and categories we never loved.
We solved their problem anyway.
This is simply another brief or creative challenge. Perhaps a more meaningful one.
Will it win Cannes? Probably not.
Will it help save lives? Quite possibly.
Now for my second challenge.
WHO WILL SPONSOR THIS CAMPAIGN?
We don’t want to waste the money we collect as donations on advertising.
Media owners. Production houses. Digital agencies. Brands. Individual donors.
And yes… Pet brands.
Pet brands, perhaps you can support us with dog food, medicines, vaccines, bowls, toys, leashes, kennels, or veterinary care.
Every contribution means we can do more.
So here’s the scorecard on the creative challenge.
Objective: Get REAL donations for stray care.
Client: A family. Not an NGO.
Budget: None. But we will move the creatives that work.
Creative Freedom: Unlimited.
Impact: Potentially enormous.
If this sounds like the kind of brief you wish landed on your desk more often…
Let’s talk and see if it works…
Because somewhere out there is an idea powerful enough to make people stop scrolling, start caring and, most importantly… Open their wallets.
Who’s willing to take the challenge?
And even if you are not taking up the challenge, share this with people you think could/should attempt it.
BLOG/052/2026/668/1215 To connect, send an email. Twitter S_kotnala
Click to see loveof.paws on Instagram
The first Image above was generated using AI (ChatGPT) and first used in MXMINDI.COM, where the challenge first appeared.
You may want to read.
Pet Governance Failure: Why India’s Pet Chaos Is Getting Worse.
Living with Milo Kotnala: Pet-Parenting Chaos
DOG TAILS BY RADHA THOMAS- BOOK REVIEW
