They want to play too

Medal Won

• 🥉 BRONZE – Health, Wellness, and Pharma

Campaign Overview

In Chile, over 8 million dogs are considered family members by their owners. However, when these dogs suffer injuries that leave them paraplegic, they are often abandoned or euthanized due to misconceptions about their quality of life.

Partnering with MUVI, a brand specializing in carts for disabled dogs, the campaign leveraged the 2023 Parapan American Games to draw a powerful parallel between Paralympic athletes’ resilience and the ability of paraplegic dogs to live full, active lives.

Creative Concept

The campaign, “They Want to Play Too,” spotlighted paraplegic dogs and their potential to thrive:

• Athlete Advocacy: Paralympic athletes, including Sebastián Villavicencio, President of the Chilean Paralympic Committee, shared their personal stories, promoting empathy and understanding.
• Dogfluencer Support: Popular dogs on social media amplified the message, showing how paraplegic dogs enjoy life using orthopedic carts.
• Interactive Event: The campaign culminated in a live event featuring a “dog cart race” outside the National Stadium, broadcasted on Instagram Live and attended by spectators, celebrating second chances for disabled dogs.

Execution Strategy

1. Digital Activation: MUVI’s social media channels shared educational content, testimonials, and inspirational stories.
2. Collaborations: Partnered with Paralympic athletes, dogfluencers, and veterinarians to educate the public and dispel myths.
3. Event Highlight: Created “discipline 18,” a symbolic addition to the Parapan American Games, to emphasize the capabilities of paraplegic dogs.

Impact and Results

The campaign achieved incredible results within just 10 days:

• 6.45 million reach, tripling the goal.
• Participation from 170 individuals, including 15+ Paralympic athletes and prominent influencers.
• 680% increase in social media growth, with international engagement from 12 countries.
• Over 1,245% growth in inquiries about MUVI carts.
• Zero-investment campaign achieved an ad value of 76M Chilean pesos.

Why It Worked

By tying the campaign to a prominent event and leveraging the emotional power of personal stories, They Want to Play Too inspired empathy and action. Its innovative approach transformed the narrative around paraplegic dogs, celebrating their resilience and promoting the tools that help them thrive.