Paw Justice launches new ‘Don’t Trade Me’ campaign to #StopPuppyMilling via DDB NZ
DDB has launched its latest Paw Justice campaign today which calls for online auction sites like Trade Me to put regulations* in place to control the sales of dogs and stop puppy milling. The campaign has kicked off with live auctions on Trade Me selling advertisements to support the campaign, which all sold out within five hours.
Every year thousands of puppies are sold online in New Zealand. Often these puppies start their lives in tiny, filth-ridden cages, innocently burdened with ongoing injury and illness. There are no rules about how puppies sold online are bred; sellers don’t need permits, vet checks and site visits, and they can overbreed their dogs without public knowledge or consequence.
With puppies being one of the most popular search terms on Trade Me and over 35,000 cats and dogs sold on the auction site in 2014 alone, sites like Trade Me are enabling puppy millers in New Zealand. To put a stop to this practice Paw Justice joined forces with DDB once again and created this Don’t Trade Me campaign.
Says Craig Dunn, co-founder, Paw Justice: “It’s time someone stood up against puppy milling. Dogs are sensitive and loyal companions, not breeding machines to be locked up and used for money. Puppies should grow into happy, healthy adults, not dogs facing a lifetime of illness or disability because of irresponsible breeders who only care about profit. We need sites like Trade Me to play a role in regulating this industry. Puppy milling must stop.”
DDB executive creative director Shane Bradnick is thrilled to be working with Paw Justice again.
Says Bradnick: “Following the success of the Animal Strike campaign that successfully stopped the government from testing legal-highs on animals, we’re excited about mark two.
“Paw Justice is a client focused on getting results, getting Kiwis to act to make a real difference. We know that a clever campaign can help create a much needed change in New Zealand that will benefit our furry little friends and their owners.”
To help put a stop puppy milling in New Zealand by signing the petition, visit donttrademe.co.nz or join the conversation using #donttrademe.
Paw Justice: Craig Dunn
DDB:
Damon Stapleton: Chief Creative Officer
Shane Bradnick: Executive Creative Director
James Conner: Senior Art Director
Christie Cooper: Senior Copywriter
Kiran Strickland: Creative
Kian Xin Tay: Creative
Michiel Cox: Digital Planner
Jenny Travers: Senior Account Director
Nikita Kearsley: TV Producer
Editors: Mark Trethewey, Steve Gulik, Barnnaby Fredric
Print Producer: Julz Lane
Illustrator: Toby Morris
Sheetal Pradhan: Digital Producer
Liz Knox: Digital Operations Manager
Jim Pachal: Digital Designer
Braden Wikohika: Lead Developer
Michael McMillan: Developer
Sound: The Coopers of Franklin Road
PR:
Angela Mace – Beat PR
Sean Brown, Eleisha Balmer – Mango Communications
6 Comments
Copy is missing a question mark, at the end of the penultimate paragraph.
Shame. Better fix that for the award entry.
I’m a huge fan of DDB NZ. I love seeing the work coming out of that place but this year a lot of average is coming out like this ad. Interesting to see what they’ll do to maintain themselves as one of the best agencies. A lot of the stuff they’ve won is from the previous ‘regime’. This type of work isn’t something I’d see out DDB NZ. Or in fact anywhere in NZ. Very complicated, and try hard. Hope they keep doing awesome shit.
I disagree. The print ad’s not amazing and the headline’s a little confusing but watch the video – the idea is genius. The video does drag on a bit though.
@fan who is the old regime exactly? Let’s start with actual names please?
Every piece of work that has won at AWARD and Axis were done by people
in the building. So who are we talking about?
DDB New Zealand Creative agency of the year at Axis. Number 1 agency at AWARD and third overall. I am sure they will be ok. And where do you work again?
Do you mean Fackrell? He was the last ‘regime’.