The Ashley Madison leak grabbed headline as people collectively laughed about cheaters "getting what they deserved." But instead of joining in the negativity, we wanted to use the publicity for a positive cause – and get all the newly single people to find a better life partner, and adopt a rescue dog.
Unlike the cheating humans involved in the Ashley Madison leak, rescue dogs are always loyal partners. So we used the scandal to promote dog adoption, creating PSA style videos of both a cheater and victim sharing how they moved beyond their failed human relationships and found better companionship with a dog. The videos featured real rescue dogs that could be adopted with a single click.
(Woman) Dogs Don't Cheat. Adopt a Life Partner. - 22,377 views
(Man) Dogs Don't Judge. Adopt a Life Partner. - 8,481 views
(Woman) Dogs Don't Cheat. Adopt a Life Partner. - 1,589 views
(Man) Dogs Don't Judge. Adopt a Life Partner. - 41 views
Details from Coverage Book earned media report, but in a nutshell:
Pieces of Coverage: 27
(EST) Coverage Views: 347K
Social Shares: 8.09K
We had no budget for a media push, and this was essentially all earned media garnered by the great work, and a little PR.
Also – all three doggies (Wanda, ShackShack and Molly/Olly) have found forever homes!
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