Turning a law into a (furry) lifesaver
Under Swedish law, people are exempt from criminal responsibility if they break a car window to save a life. This inspired the creation of the Heatstriker, the first-ever emergency window-breaking hammer combined with a built-in water bottle. This innovative tool provided both the means to rescue a pet in distress and the immediate hydration needed to combat heatstroke.
Sparking a movement
Heatstrikers were sold in Arken Zoo stores nationwide and used as a powerful tool to earn attention and promote the campaign message. The multi-faceted strategy included in-store awareness, earned media, social outreach to key pet influencers and experiential displays in public parking lots across the nation.
The campaign raised awareness, changed behaviors and ultimately saved pet lives. It reached more than 10 million people, doubling the initial earned media target. Social media engagement rates soared to nearly 60%. The campaign was also voted the best by the Swedish public in a national Novus poll.
Remarkably, there were no reported pet deaths from heatstroke in cars across Sweden during the campaign summer, reflecting a critical behavioral change among the public.
