As someone who had spent years in the advertising business in Romania, Livia Brenner knew that getting people to try something new was not easy.   Getting them to change their opinions about the country’s population of street dogs would be even harder.  But Brenner was up for the ultimate re-branding challenge.  Brenner, who operates a photography studio in the heart of the Romanian capital of Bucharest, grew up seeing thousands of homeless dogs roaming her country’s cities and villages.  While people she knew had dogs as pets, strays were viewed as dirty outcasts.  What could possibly change people’s minds about these dogs?  A chance meeting gave Brenner her answer.  

Brenner had wanted to establish a mobile veterinary clinic to help the dogs.  After searching Google, she connected with a rescue group in Los Angeles that, in turn, directed her to a person named Nancy Janes who had started an organization called Romania Animal Rescue outside San Francisco.[1]  Two weeks later, in Bucharest, Brenner was at a rally outside the Romanian parliament protesting the treatment of street dogs.  An acquaintance had heard her mention Nancy Jane's name and said, ”Well there she is.”

Janes was in Romania with her International Training Program, taking U.S. veterinarians to the University in Bucharest, and had come to the rally.    Brenner walked up to her and said she had heard that Janes was helping dogs in Romania.  The two women agreed to meet the next day.  Early into what turned out to be a five-hour conversation, both women felt like they had known each other a long time.   They wanted to work together.  But Brenner, who had a lifelong love of dogs, had never run a rescue program.  However, Brenner knew advertising:  successful products convey the right image to the people who bought them and image is everything.  The question was, how could she apply that to a bunch of mutts?

“Branding was all they needed,” Brenner said. “In Romania, image and branding are very important. How could we put these mutts in a better light and get people to see the good part, that these are intelligent, beautiful pets.”

Lights, camera, action!  Ladies and gentlemen, the LORDS OF THE STREET!

Brenner came up with an idea for an event that would redefine how Romanians viewed street dogs, effectively “rebranding” them with a new image and getting the dogs some attention from the right kinds of people. This could be no ordinary event.  These were not ordinary dogs…they were the Lords of the Street!  Brenner selected eight homeless puppies and took them to her photography studio.  There, they were shampooed, blown dry, trimmed, pampered and primped.  A few bow ties and a little lace later, the puppies were ready.   Lights, cameras, action!  The Lords of the Street posed for their first celebrity photo shoot.  

The next big step was finding the right place to hold her event.  Brenner had to reach the right people with her message, and not just any place would do. The Lords of the Street must be introduced in grand style.  Brenner approached the historic and elegant Athenee Palace Hilton Bucharest, a local landmark dating to 1914.  At first the hotel thought she was joking, but after a little persuasion, Brenner booked her event.

The invitations featuring Brenner’s eight homeless puppies went out and, in October of 2008, about 100 of Bucharest city officials, local celebrities (including Leslie Hawke, mother of American actor Ethan Hawke) and members of the Romanian news media.   The Lords of Street wowed the audience as each one was introduced by a different celebrity emcee. Brenner funded the event personally, along with an anonymous donation from a Romanian living in the U.S.

More than 300 dogs find homes

“What breed are they?” people wanted to know.  There were not enough puppies to go around as everyone wanted to adopt one.   In fact, in the eight months or so following the event, more than 300 dogs were adopted.  Some of them went to homes in Germany where Brenner now regularly transports puppies.  One puppy found a home in the United States.[2]

Public relations professional Raluca Cristea sent out a press release, and the Lords of the Street made headlines.   The media covered the event and started publishing stories about the street dogs.  One story talked about how these intelligent dogs read the traffic lights to know when to cross the street.  Another story described how two street dogs saved a woman by scaring off her attacker.  A Romanian magazine, Glamour, did an article featuring a Romanian street dog with a model. 

Success and Next Steps

The event accomplished what Brenner had set out to do -- change perceptions of the street dogs.  But Brenner was not surprised.  She knew that these amazing animals just deserved another look and another chance. “They didn't see the dirt; they didn’t see the matted fur.  They saw the truth that these are intelligent pets, wonderful dogs,” Brenner said.  “They saw that these dogs deserve the same respect and appreciation as the pedigree dogs they were getting from a breeder.”

Brenner is planning a second Lords of the Streets event.  Her cousin Elena is sewing doggie clothes for some new photos.  And Brenner is talking with the local soccer team about doing a separate event to reach sports enthusiasts.

All of her life Brenner has had a passion for dogs.   In her mind, all of the street dogs are beautiful, intelligent and have the potential to be loving pets.   It just took some repackaging to get others to see what she saw.  And for Brenner, it was well worth the effort. “We are changing their destiny,” Brenner said.  “This is the most rewarding thing I have ever experienced.”

Photo: Livia Brenner

What you can do 

For more information on Romania Animal Rescue, go to www.romaniaanimalrescue.com.