To create awareness that Hong Kong streets are no place for abandoned dogs and that having a pet is a big responsibility. Hong Kong people try keeping dogs in small flats, only abandoning them later when they get too big.
The idea was to strike a real blow to the heart— and that’s what this TV spot and full-page newspaper campaign did. People called the TV stations to have the TV spot removed as it’s content was hard for many people to take. TV stations allowed it to run from midnight on. This caused the media to take up the story of the Doctor who had spent more than half his time putting dogs down. The spot was a big success according to the RSPCA and won several awards internationally.