Case file 04 / Pro bono campaign / Georgia

Warm Paws Project

A small campaign with a warm purpose: turning attention into action for stray animals in Georgia.

Social media content planCopywritingShort emotional videosLogoInfluencer outreach

Context

A donation-based initiative launched in Georgia to raise funds for shelters for stray animals. Aimed at Georgian citizens, it ran from November 27 to December 16, so the work leaned on concise, effective communication rather than a large volume of posts.

The idea

Give our four-legged friends a small, warm space for the cold winter months.

Goal: at least 10 houses across Tbilisi.
Timeline: 16 December

The identity

A hand-drawn dog, handwritten type and paw prints, friendly, warm and simple enough to read in a second on a phone screen.

The project brief and my responsibilities.

The campaign

Two key visuals carried the message: what we were building, and why it mattered in winter.

Warm Houses for Stray Dogs campaign poster with a wooden dog house — “Warm houses for stray dogs”, the ask, the goal and the deadline.

Stray Dogs Need Warmth in Winter poster with a smiling dog and a snowy tree — “Stray dogs need warmth in winter.”

The communication

Short-form emotional videos and Instagram content, plus coordination with local influencers to raise awareness and attract donors.

Instagram reel from warmpawsproject with paw prints and hearts — An Instagram reel from @warmpawsproject.

Find the project

Instagram, @warmpawsproject

Link to be added, the presentation doesn't include the URL.

The purpose

Proof that communication can do more than sell an idea, it can put a roof over someone's head for the winter.