Klook, SOSD give Singapore’s street dogs a walk in the spotlight

Travel platform Klook has partnered with local animal welfare group SOSD and McCann Worldgroup Singapore to launch “Singapore special walk”, a December-long weekend experience designed to raise awareness and funds for Singapore’s mixed-breed street dogs.

Running every weekend evening in December at SOSD’s shelter, the activation lets attendees take the charity’s rescues, known as 'Singapore Specials', on a gentle guided walk. Visitors will also get an educational tour led by SOSD volunteers that outlines how the organisation rehabilitates stray and abandoned dogs.

The experience ends with a picnic session, and each participant will receive a portrait shot by McCann Content Studios.

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Klook said the initiative reflects its push to enable more meaningful community-focused experiences on its platform. McCann added that the effort aligns with its goal of using creativity to drive social impact.

The campaign aims to highlight ongoing stigma around Singapore Specials, which SOSD said contributes to lower adoption rates and limited donations compared with purebreds.

While adoption interest is not required, the event acts as a fundraising effort to support SOSD’s rescue, rehabilitation and rehoming work. Bookings for the "Singapore special walk" are now available on Klook.

“At Klook, we’re passionate about creating experiences that bring people joy while making a positive difference. ‘Singapore special walk’ is a perfect example that connects people with a heartfelt cause, giving families and animal lovers a memorable experience with a meaningful purpose," Sarah Wan, general manager of Klook Singapore, Indonesia and Malaysia.

In tandem, Kieran Kua, head of operations at SOSD said, "Every walk and every interaction helps our dogs regain trust and confidence in people. Events such as ‘Singapore special walk’ raise awareness that these resilient dogs have so much love to give and are just as lovable as any purebred dog. It’s wonderful to be partnering with Klook and McCann Worldgroup to support our efforts at giving these rescues their second chance at life.”

Seth Low, art director, McCann Singapore, added, "It's always a joy to use creativity to make a tangible difference and communicate everyday truths that might be overlooked. The ‘Singapore special walk’ is a small act with a big heart. Through this campaign, we hope that our Specials can be seen in a new light both online and in real life."

As part of wider brand-building efforts, Klook has also been experimenting with sensory-led experiential work. In July, the travel platform rolled out the “Joy dispenser”, an activation under its first global brand campaign, “The best you”, created by The Secret Little Agency.

Debuting at Rainforest Wild ASIA in Mandai Wildlife Reserve, the interactive vending machine invited visitors to shout bold affirmations in exchange for limited-edition incense sticks inspired by moments in the park, including scents such as “Mousedeer farts” and “A sun bear’s mid-afternoon splash”.

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