Project K911

Project K911 // Student Work // 2017

K911, in collaboration with Project Semicolon and Sidewalk Specials, is dedicated to providing hope and encouragement for anyone battling with their mental health, depression, suicide or self-harm. The project provides a network of hot lines connecting individuals to their four-legged therapists through video calls and social interaction (via the K911 app). The campaign thereafter gives individuals the chance to meet their therapy pooch in person, and even the opportunity to foster or adopt.
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Why dogs? It’s true, a furry companion proves to be one of the most beneficial forms of therapy for both mental and physical health. It's proven that even 10 minutes of doggie interaction can immediately alleviate anxiety, sadness and feelings of loneliness. Dogs are natural listeners, it’s what they do best.
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So during a time when all a person needs is someone to listen, accept and love with no judgement - you can’t get better than hu-man’s best friend.
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This project becomes a unique case of ‘who rescued who’.

The campaign is rolled out as press (single page ads), mobile app and direct mail and merchandise.

About Sidewalk Specials About Project Semicolon

The K911 App

The K911 app acts as a helpline for those wanting to get in touch with our doggie therapists. After signing up, the app connects you to all the pups available for a video call therapy session.

After the call, if the user feels that they would like to continue connecting with their therapy pup in person, K911 will set up a meet & greet either at one of Sidewalk Specials’ adoption days or one of the K911 foster homes. Users can also add their favourite pooches to their “Top Dog List” for future calls.
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What these video calls entail: Each video call is set up by one of our K911 & Sidewalk Specials’ volunteers who put their pup on record for the user to engage and watch as they play and partake in activities. These activities can include playing fetch, doing tricks, “speaking”, having peanut butter placed on their nose, etc. All content that would make the user on the other end focus on nothing else but the pure joy of the dog they see via the video call.

Merchandise & Direct Mail

The campaign will have its very own K911 branded merchandise. The merchandise comes in a doggie bag and consists of items such as T-shirts, mugs, draw-string medicine bags, biodegradable doggie-poo bags, dog ascots and bandannas.

These branded items will be personally sent to every user who signs up with K911, and whose preparing for a meet and greet with their pup therapist.
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Merchandise will also be made available to purchase by the public at Sidewalk Specials' adoption days, where all proceeds will go towards Project Semicolon and Sidewalk Specials.

"Sometimes the road to recovery can start with a wet nose.
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At K911, we are dedicated to providing help and encouragement for those times when you feel like no one is listening. Reach out to one of our doggie therapists online - they’re all ears. Or better yet come for licks and tricks every Saturday morning at the Oranjezicht City Farm Market in Granger Bay.
Because love is a four legged word.
Get in touch on K911.co.za or download the K911 app."

"In times of darkness, best to let them lead the way.
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At K911, we are dedicated to providing help and encouragement for all those times when you can’t escape the feeling of loneliness. Reach out to one of our doggie therapists online - they’re all ears. Or better yet come for licks and tricks every Saturday morning at the Oranjezicht City Farm Market in Granger Bay.
Because hope is a four legged word.
Get in touch on K911.co.za or download the K911 app."

"They're here to give you a new leash on life.
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At K911, we are dedicated to providing help and encouragement for those times when you feel you’re ready to just give up. Reach out to one of our doggie therapists online - they’re all ears. Or better yet come for licks and tricks every Saturday morning at the Oranjezicht City Farm Market in Granger Bay.
Because life is a four legged word.
Get in touch on K911.co.za or download the K911 app."