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Special Project

Special Project
From the 8th Annual Shorty Awards

Adopt A Life Partner

Winner in Real Time Response

Finalist in Pets & Animals


The Ashley Madison leak dealt a huge blow to relationships all over the world. We wanted to use it as an opportunity to drive rescue dog adoption – getting all the newly single people to adopt a new life partner.

Strategy and Execution

Use the cultural phenomenon of the Ashley Madison leak to raise awareness of rescue dogs. We created PSA style videos of both a cheater and someone cheated on discussing how they moved on from their failed relationship and found better companionship with a rescue 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

(Man)Dogs Don't Judge. Adopt a Life Partner. - 8,481


(Woman)Dogs Don't Cheat. Adopt a Life Partner. - 1,589

(Man)Dogs Don't Judge. Adopt a Life Partner. - 41

Details from Coverage Book earned media report(attached), but in a nutshell:

Pieces of Coverage: 27

(EST) Coverage Views: 347K

Social Shares: 8.09K

There is one thing to keep in mind:

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!


Video for Adopt A Life Partner

Entrant Company / Organization Name

DigitasLBi New York, Rescue Dogs Rock NYC

Entry Credits