Havas Worldwide Prague

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DNA testing for a cleaner Prague 7

Dog excrement on the streets and parks of Prague 7 has long been an issue. Our goal was to dramatize the current situation and get as much attention as possible, and we did so by introducing the idea that any dog’s poop could be DNA tested and a fine sent to its owner. The aim of the campaign was to create a buzz around the issue and to find out if the residents of Prague 7 would welcome the DNA testing as a solution to the problem. The campaign drove a traffic of over 10,000 visitors on the web page, registering more than 7,000 votes, and attracted nearly 300 fans on the initiative‘s Facebook page. The guerilla marketing tactics and strong PR campaign resulted in high advertising value press coverage.