PAWS Chicago taps into crypto community via “Dogenations”

13% of Americans bought or traded cryptocurrency in the past 12 months, and a recent study indicated nearly 20% of all U.S. adults say they’re likely to make a purchase using crypto. To that effect, more cryptocurrency holders are getting younger in age (the average age of current investors is 38 years old) and Millennial are increasingly investing in brands that support their passions, hobbies, and values – such homeless animal shelters.

PAWS Chicago, one of the nation’s largest No Kill animal welfare organizations, teamed up with Leo Burnett’s Chicago team to produce their newest “Dogenations” campaign, enabling donations via cryptocurrency for the first time, tapping into a new demographic to drive donations for the new PAWS Chicago Medical Center, a state-of-the-art hospital for homeless pets.

PAWS built its medical center to achieve their No Kill mission in Chicago and nationwide, doubling the number of animals they can provide care to each year. In fact, the center is one of the few centers in the country that can treat and rehabilitate thousands of sick, injured and behaviorally challenged animals and help them find their fur-ever homes.

To reach their goal, the Leo Burnett and PAWs Chicago tapped into viral #LaserEye meme culture, producing humorous, culturally-relevant and timely OOH and digital creative ads that offer consumers a meaningful way to spend their cryptocurrency directly through the scannable QR code displayed on the ads.

Through this campaign, Leo Burnett and PAWS Chicago are making it easy for pet lovers and cryptocurrency holders alike to donate, so that every pet can find their forever home.