To bring attention to, and help stop, the cruelty of elephants in the circus, we engaged an audience that is already in an "animal caretaking". Mindset: Pet store customers. By placing a simple training manual on pet store checkout counters, we communicated to pet owners the abuse circus elephants endure when they're trained to perform their tricks. Ultimately, encouraging readers to help stop the torture of the elephants by boycotting the circus.
Direct advertisement created by Y&R, United States for PETA, within the category: Public Interest, NGO.