Designers
Designers
Designers
"Live-Strayming" Project
Internet-driven solutions to stray animal problems: Fundraise and Communication

Designers
QingYang Fan
Key Words
SUMMARY
Initiated at a Nanjing shelter, 'Live Strayming' uses TikTok to spotlight challenges in rescuing stray animals. My shelter, capped at 80 dogs, mirrors widespread issues in China, where resources are scarce and traditional fundraising is inadequate. I've adapted with digital solutions, crafting a model based on emotional storytelling to enhance engagement and donations. After consulting influencers and studying past campaigns, I refined our live streams with an 'emotional formula'—Contrast, Connection, and Contribution—significantly increasing support and expanding capacity. This initiative not only raises awareness but also showcases the potential of digital tools in animal welfare
challenge
Too few shelters, too many strays. In China, 40 million stray animals depend solely on private shelters without government support. Our small shelter in Nanjing, limited to 80 dogs, highlights a nationwide capacity crisis. Millions of abandoned animals are dying to be sheltered. Additionally, most shelters are operated by volunteers over 50, using outdated promotional methods. These volunteers struggle to find adopters or raise funds and often must rely on their insufficient pensions to meet economic challenges. These conditions underscore the urgent need for sustainable funding and innovative outreach solutions to amplify the voices of these dedicated rescuers and the countless animals they serve.
Outcome
Our 'Live Strayming' project utilized TikTok’s live streaming to transform our animal rescue into engaging content. After several prototypes, we enhanced video quality and content impact using an 'emotional formula'—Contrast, Connection, Contribution—which significantly increased viewership. Starting with 17 viewers, we quickly reached nearly 2,000 per session, with over 4,000 likes and almost 100 RMB in donations per session in under 1.5 hours. This surge in viewership proves our strategy’s effectiveness, potentially supporting 30 more dogs annually and covering 40% of our shelter's yearly expenses if sustained.




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