An awareness campaign is always a challenging task. More so when the topic of discussion hasn't previously received a great deal of media attention. Add to this a limited media budget to further impede on spreading our message and we're left wondering just how we make people aware of the horrendous Puppy Factory problem. The answer in this case is impact. By showing happy, healthy dogs in an environment that's instantly recognisable as an advertising cliché, we challenge our audience's pre-conceived ideas about where many dogs might actually come from. The first stage of the outdoor campaign was up for several days before we revealed the image of the caged dogs for the remainder of the media buy.
This professional campaign titled 'closepuppyfactories.org' was published in Australia in July, 2010. It was created for the brand: RSPCA, by ad agency: M&C Saatchi. This Outdoor medium campaign is related to the Public Interest, NGO industry and contains 1 media asset. It was submitted almost 12 years ago.
Advertising Agency: M&C Saatchi Melbourne, Australia
Creative Director: Steve Crawford, Doogie Chapman
Art Director: Connor Beaver
Copywriter: Aaron Pepper
Photographer: Hugh Peachey
Head of Art: Murray Bransgrove
Client Services: Helen Walker