How Taylor Swift gave black dogs a chance

SecondeChance.org has renamed about 600 black dogs for adoption with the name of Taylor Swift inspired by the song The Black Dog: the success has been huge

In the world of volunteering and animal adoption, there are some battles that are harder to win than others. One of them is the “black dog syndrome,” where dark-coated dogs stay in shelters for significantly longer periods than their lighter-colored counterparts. According to SecondeChance.org, an organization dedicated to rehoming animals in need, black dogs typically wait four times as long for adoption as other dogs.

But one October ago, the unexpected happened. Taylor Swift’s pop hit song The Black Dog somehow reached the ears of fans worldwide, generating online discussion and searches. Such popularity wasn’t missed by SecondeChance and the ad agency BETC Paris, who wished to benefit from the popularity boom, but in a unique way: temporarily renaming every black dog available for adoption after the global celebrity.

An effort to raise awareness for the most overlooked dogs

At SecondeChance.org’s database, some 600 black dogs were given a new name: Taylor Swift. The plan was simple yet brilliant: using the unequaled influence of the pop star and her fan base, the Swifties, well-known for their ability to produce viral trends and for impacting the economy as well as popular culture.

The impact was instantaneous. Sales of black dogs, typically one of the most in-demand of all, increased exponentially. Google searches and Twitter buzz fueled by the song placed the profiles of the animals given the new Taylor Swift namebreak adoption records.

This campaign shows the power of digital marketing as a force not only for business but also for social causes of great social value. The campaign, started with no investment in advertising, was a huge success, raising awareness about the black dog syndrome and boosting adoption rates.

If one can alter the lives of hundreds of animals with the power of just one song, one can hardly imagine what difference could be made with even more passion and inventiveness. Until then, SecondeChance.org is open for anyone who needs to make an impact and extend a deserving canine a second lease on life.

Source: Second Chance