[vc_row type="in_container" full_screen_row_position="middle" scene_position="center" text_color="dark" text_align="left" overlay_strength="0.3" shape_divider_position="bottom"][vc_column column_padding="no-extra-padding" column_padding_position="all" background_color_opacity="1" background_hover_color_opacity="1" column_shadow="none" column_border_radius="none" width="1/1" tablet_text_alignment="default" phone_text_alignment="default" column_border_width="none" column_border_style="solid"][vc_column_text]On March 9, 2016, we received a brief from the "Przytul Psa" (Hug a Dog) Animal Foundation from Zalesie Górne,
downloaded from the jetline.pl website, regarding an advertising campaign. 3 weeks later, a month-long campaign began, which we want to tell you about.

The campaign launched exactly on April 1, 2016, on three of our Motorway 12x4 m billboards. It encouraged people to donate 1% of their tax to the foundation's four-legged charges.
The campaign ran until April 30.

During this year's collection, the Foundation received 292,184.05 PLN.
That's nearly 100,000 PLN more than the previous year. In 2015, it was 193,008.93 PLN.
In 2014, 130,575.36 PLN was received from the 1% tax donations.

about the foundation

The "Przytul Psa" Animal Foundation has been helping homeless animals since 2009. Among them are homeless animals found in forests, on plots of land, abandoned stray female dogs with puppies, animals injured in traffic accidents, abused by people, as well as those condemned to death and suffering in shelter death houses.
The Foundation treats, vaccinates, and places its charges in safe boarding facilities where they receive the best care and socialization, and looks for homes for them. It fights homelessness by sterilizing and microchipping animals.

campaign objective

Collecting money from the 1% tax donations.

foundation's expectations

The Foundation expected a discount on billboards or other forms of advertising.
Agnieszka Ciborowska, the foundation's president, openly stated that the Foundation allocates the maximum budget to statutory activities, which is why money for any promotional campaigns - despite full knowledge that marketing activities are necessary - is very limited.

Jet Line's proposal

We offered the "Przytul Psa" Foundation support in the form of Motorway 12x4 m billboards.
We offered free use of advertising space, while the Foundation covered the costs of poster production and installation.

As requested, we presented locations in Warsaw, or more precisely in the Warsaw metropolitan area, for selection. We warned that our billboards, due to their size, are outside the city center, and considering the specifics of the campaign, we proposed locations near the ring road and in suburban areas (Janki, Marki). We thought that the message would then reach people with their own homes, which often means pet owners, so the appropriate target audience.
The Foundation chose three Motorway 12x4 m billboards: on Aleje Jerozolimskie, on Górczewska Street, and in Marki.

design

The "Przytul Psa" Foundation was responsible for preparing the graphic design. The poster featured the charming Kola, one of the female dogs under the foundation's care.

We made a few comments on the design.

When designing a poster for OOH, you always need to remember that in outdoor advertising, time is limited and must be maximally utilized. Our intention was not a thorough change; the billboard displayed a poster version not fundamentally different from the original. We suggested limiting the elements to three key ones: Kola's photo, the foundation's name, and the 1% symbol. Since in outdoor advertising the principle "less is more" works best, we removed the quotation marks from the foundation's name, the email address, and the multitude of elements in the background of Kola's photo. The foundation's board trusted our suggestions.
We implemented the changes, and the poster gained readability.

cost from cooperation with Jet Line

investment in printing and mounting posters: 2,700 PLN net
changes in poster design and DTP: free

We are very pleased with these results and our decision to run the campaign on billboards.
Of course, we had concerns that the money invested in the campaign would not pay off, or would pay off to a small extent. Fortunately, that didn't happen - we can consider this year's campaign very successful.

We believe that thanks to our presence on billboards, especially in combination with other communication tools, mainly internet activities, we can permanently establish ourselves in the awareness of our donors.

Funds from the 1% tax are extremely important to us, allowing us to financially secure the foundation's operations for the coming year. We constantly care for several dozen dogs and a dozen or so cats, and their maintenance costs a lot. It's a huge responsibility - thanks to the 1% donations, which currently constitute the majority of our foundation's income, we can pay for their care, buy food, and cover all costs related to veterinary care. In addition, we also help animals not directly under our care - volunteers from different parts of Poland often contact us, and we can help them by buying food or financing sterilization and procedures.

We used billboard advertising for the first time in 2015. These were three standard (12 sq m) billboards in different parts of Warsaw. Since we already recorded a large increase in income from the 1% last year, we decided to develop this part of our campaign this year.
In total, we ordered 5 small billboards and 3 large-format ones - of course, this would not have been possible if we had not received the opportunity to advertise our organization at cost.

If you want to hug a dog - please do so here:
"Przytul Psa" Animal Foundation / ul. Parkowa 5k, Ustanów, Zalesie Górne / przytulpsa.pl

If you want to talk about a campaign for your organization, please contact us:
http://jetline.pl/firma/odpowiedzialny-biznes/

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