Melany Cantero (31), a Paraguayan graphic designer at the National Directorate of Animal Protection, Health and Welfare, has been turning pet adoption campaigns into viral success stories. Through creativity and technology, she transforms the personalities of abandoned animals into themed adoption catalogues, from Christmas to summer campaigns, inspiring the public to adopt and save lives.
From public service to social impact
Cantero’s journey with Animal Protection began with a clear vision. “As a public servant with nearly a decade of experience, I have always believed that institutional communication should be a tool to generate real social impact. I saw the National Directorate for Animal Protection, Health and Welfare as the ideal place to fulfil both a personal and professional ambition: to put my skills at the service of those who have no voice.”
Her main motivation was to professionalise and transform the Directorate’s communication. “I wanted the empathy we all feel for ‘furry friends’ to translate into an effective visual and digital strategy that raises awareness and, above all, saves lives through responsible adoption.”
Communicating sensitive issues
Working with sensitive topics such as abandonment and abuse presents unique challenges. “The biggest challenge is helping the public understand the scope of our work. We are a young institution, created in 2019, and many people do not realise that our main functions are to receive reports and intervene in cases of abuse or neglect.”
With a small team of 29 staff nationwide, only 6 of whom focus exclusively on interventions, Cantero and her colleagues rely on visual communication to convey impact. “The challenge is transforming difficult stories into messages of hope. We want people to see not only the sadness of abandonment but also the recovery process and feel motivated to become part of the solution through responsible adoption.”
For Melany Cantero, the work has reshaped her understanding of design. “Design is a powerful tool for social transformation. Every day, I witness harsh realities: pets arriving with painful histories and sad eyes. Yet being part of their recovery process gives me immense satisfaction and motivates me to use my creativity to change their fate.”
Collaborative creativity
The success of Cantero’s adoption flyers lies in a combination of creativity, strategy, and technology. “When I joined the team, I suggested to Executive Director Héctor Rubin that we implement digital catalogues, a strategy I had successfully used with entrepreneurs at the Ministry of Labour. The Director not only trusted the initiative but became actively involved, offering creative ideas that I brought to life.”
Rather than presenting a pet simply as an animal seeking a home, Cantero emphasises the individual personality of each pet. “We use Artificial Intelligence to highlight the beauty and unique character of every pet. Each flyer tells a story that invites people to imagine themselves with the animal, feeling a connection even before it arrives at their home.”
The creative process starts with Rubin’s concepts, which Cantero transforms into visually engaging narratives. “He sets the thematic direction, and I bring it to life through creativity and technology. This partnership ensures that each catalogue has its own identity and highlights the charisma of our pets. It is a team effort.”
Measurable impact
The results of Cantero’s work are tangible. “Thanks to our new visual strategy, we have facilitated 56 adoptions, a resounding success for our team. 77% of people who engaged with our first catalogue were not followers of our page; they arrived organically. This demonstrates that our message reached a new audience.”
She also shares the emotional stories behind her work. “Some of the hardest moments are seeing pets returned, with sad, weary eyes. But there are also moments of immense joy, like with Lolita, a pet who arrived in extremely poor condition. She arrived in extremely poor condition, with deep wounds and fear. During her treatment, I offered her my fingers, expecting her to shy away, but she approached with immense emotion, as if she had waited a lifetime for a touch. Seeing that transformation, from pain to joy, is what gives meaning to every design we create.”
Melany Cantero on the role of local creatives
Cantero sees a growing role for Paraguayan content creators in raising awareness about animal rights. “While few creatives focus exclusively on institutional campaigns, influencers and rescuers have bravely led the way, creating real impact and engaging citizens daily. Public figures who genuinely care for pets amplify the message, helping it reach every home.”
Cantero encourages fellow designers to go beyond aesthetics. “Step away from screens and engage with the reality of the cause. Understand pets’ pain, celebrate their recovery. Designing from knowledge and empathy transforms a flyer into a powerful tool for awareness.”
Better to adopt
The viral success of the first catalogue is just the beginning. “Each new edition represents a real chance for pets to find permanent homes. Our message is clear: adopt, do not buy. By doing so, you expand your family and transform a life. We work daily to make each design a bridge to a permanent, loving home, while our other posts highlight interventions and activities, reflecting the full commitment of our team.
Melany Cantero’s dream as a creative is that when someone says, “I want to adopt,” the immediate answer becomes: “Visit Defensa Animal’s social media; they release the best catalogues weekly, and you will find your ideal companion.”
To check the pet adoption catalogue, check the Adoption page, or follow Defensa Animal on Instagram.
