advert-body-1 by JWT Sydney

With Sydney Dogs and Cats Home and female-first dating app Bumble, to bring a warm and furry activation to Sydney this Valentine’s Day.

Research conducted by Bumble in 2017 found that 46% of Aussie women were more likely to ‘swipe right’ on a love interest’s profile, if their pictures included puppies.

So, to raise funds for Sydney Dogs and Cats Home, Sydney’s only not-for-profit pound, J. Walter Thompson is creating a pop-up photography studio, where Sydneysiders can create their own suite of ‘date bait’ profile pics, featuring adorable rescue dogs.

This Valentine’s Day locals can come down to Martin Place, and for a $10 donation they can have their own professional portraits taken with a host of cuddly pups. All the money raised will go directly to Sydney Dogs and Cats Home, to help them raise the $3 million they need to build the animals a new home.

This pooch pop-up will be in high demand, and spots will be on a first come, first serve basis.

The activation is supported by content and social to drive awareness and attendance at the event, and create broader awareness for the cause and donations.

The first piece of this content will appear on key media outlets to increase reach and shares.

A second social video will showcase the activation itself and will be released later tomorrow, with a third video created to send to all those that participated as an EDM. It will uncover any doggy-inspired love stories, with any lucky love birds being taken back to the shelter for a champagne doggy date to wrap the story.