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<\/a>\nIn Bangladesh, animals have shown loyalty, affection, and friendship toward humans over generations, so much so, that aminal here are loved like family members in any cases; yet animal-human bond remains overlooked. As \u201cfriendship\u201d lies at the heart of this beautiful bond, Grameenphone saw an opportunity to redefine it\u2014encouraging society to recognise, understand, and appreciate the signals animals give as acts of friendship. Bondhu Bojhe Amake was born from this vision: to translate animal gestures into a language people could relate to, fostering a deeper bond with our four-legged friends.<\/p>\n
The Objective The Solution Collaborations with Animal Welfare Organisations: Partnering with leading animal welfare organisations, Grameenphone strengthened the message that animal gestures are friendly and approachable. Testimonials from animal experts helped demystify animal behaviour and build trust in the authenticity of the campaign.<\/p>\n Digital Tool \u2013 \u2018Accepting Friend Request\u2019: This innovative feature enabled users to engage with animals\u2019 \u201cfriend requests\u201d through simplified digital lingo. The tool provided an interactive element to celebrate and decode animal communication in a playful, social media-friendly way.<\/p>\n User-Generated Content on Friendship Day: The #BondhuBojheAmake hashtag invited people to share their friendship moments with animals, creating a movement where individuals shared their personal bonds with animals. On TikTok, a CTA encouraged users to create videos with pets using the \u201cBondhu\u201d song, which inspired widespread participation from both casual users and influencers, amplifying the campaign\u2019s message across social media. The Results<\/strong>
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\n<\/strong>Grameenphone aimed to redefine friendship through communication between animal and human, and decided to focus on their unique bond \u2013 which is often overlooked. By partnering with animal welfare organisations like Paw Foundation, Pranicool, and Animal Coalition BD, the campaign sought not only to create awareness but also to empower people to understand animals in a more empathetic way. The approach was to use relatable content, digital lingo, and user-generated content (UGC) to make the concept accessible and engaging for Digital Bangladesh, encouraging everyone to \u201caccept the friend request\u201d animals send us.<\/p>\n
\n<\/strong>For this campaign, Grameenphone embarked on the following initiatives: Official Video Campaign: The campaign featured an OVC with an animal lover demonstrating friendly gestures animals use to communicate affection and trust. This video served as an educational tool, highlighting that understanding animals is not only possible but simple with a little effort.<\/p>\n
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\nRooted in a shared love for animals and strengthened through collaborations with animal welfare organisations, the initiative struck a deep emotional chord. With over 3 million engagements and nearly half a million interactions, it quickly became one of Grameenphone\u2019s most loved and shared campaigns. By pairing heartfelt storytelling with a meaningful cause, the campaign not only showcased the joy animals bring to our lives but also underscored the power of connection and collaboration in driving success.<\/p>\n\n