Paw Justice launches new ‘Don’t Trade Me’ campaign to #StopPuppyMilling via DDB NZ

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Dont Trade Me full page press ad.jpgDDB 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