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You may have seen the video in your Facebook stream. English comedian Ricky Gervais, along with Dame Judi Dench and stars from Downton Abbey, highlight the ‘I didn’t know’ campaign to end the Thai practice of torturing and killing dogs for their meat.
‘I didn’t know that these animals were caught up in this hideous crime’ Gervais says in the video. ‘I didn’t know about this unimaginable cruelty and neither do the majority of the people of Thailand.’
Though the nearly four-minute video is painful to watch, the petition, led by the Soi Dog Foundation and calling on Thailand’s leaders to crack down on dog meat traders and put an end to these practices, has raised over 410,000 signatures to date.
I reached out to Australian fundraiser Leonard Coyne, whom I had interviewed several years ago for a SOFII article on Soi Dog’s monthly giving Facebook campaign. Leonard wrote: “I’m “part” of the IDK (“I didn’t know”) campaign certainly though a lot of people have been involved. It’s an interesting campaign obviously highly driven by social media as will as in stage 2 retargeted banner ads.
Though the concept was developed in house matters we contracted to Pareto Fundraising to do the creative (Facebook posts, landing pages, email journey and such) which they have done an excellent job of) as well as certain elements of the supporters journey consisting of engagement emails followed by emails to ultimately get people to sign up for a regular gift.
You might be interested to see the 3 main landing environments: (reached at various stages in the journey):
savedogs.soidog.org/billboards
Following the purchase of a billboard, I received the following email from Soi Dog Foundation Co-Founder, John Dalley:
View Pamela Grow's profile
I can’t wait to meet with you personally.
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