Animals Australia highlights cruelty of puppy factories through a new campaign via LOUD
Having worked with Animals Australia for many years and brought the public’s attention to cruelty to animals through campaigns against live export, pig farming and battery hens, LOUD now launches its new campaign targeting puppy factories.
The campaign “How Well do you Know Your Best Friend” launched on television Sunday night and will also include digital and OOH. Paid media plays a huge role in building awareness of this issue at an unprecedented level for animal welfare campaigning.
Before the campaign launched in paid media last night it was launched on social media on Thursday afternoon.
By the time the first spot aired it had already been viewed over 400,000 times and over 10,000 people had shared the spot.
It’s believed that 9 out of 10 people research their new puppy online and, when they decide on a puppy to purchase whether it be from a pet store or breeder, up to 90% of those are actually sourced from a so-called puppy factory. There is little or no public awareness around the issue and people have no idea that often their beloved best friends are the products of a covert and inhumane industry.
By asking the question how well do you know your best friend, LOUD is exposing this truth while screening actual footage from these factories where breeding conditions are appalling.
Viewers are urged to help end this cycle of suffering by adopting dogs rather than purchasing them blindly either online or from pet shops.
Says Steven Thomson, executive creative director of LOUD: “Working on this campaign has been a disturbing eye-opener for everyone involved. Director Gregor Jordan shared our vision from the beginning and being a dog lover also allowed him to bring some rich personal insights to the project. Strong performances, (both human and canine) disturbing footage, set to an eerie score and underlined with Bryan Brown’s voice over hopefully hit home the important message. Photographer Simon Harsent’s portraits manage to beautifully capture the intimate relationship between dogs and proud owners.”
Says Lyn White, campaign director at Animals Australia: “This is a unique look at an astonishingly overlooked issue from the perspective of those who can actually make a difference. Most importantly, greater awareness will help end this commercial cycle of cruelty and hopefully lead to more dogs being adopted.”
Says Lorraine Jokovic, CEO of LOUD: “People are passionate about their dogs and this campaign turns peoples love for dogs into a reason to make life better for all of them in the long run, because truly caring about your dog means caring (and investigating) where they are from.”
Agency: LOUD
Executive Creative Director: Steven Thomson
Creative Director: Paul Bennell
Writers: Steven Thomson/Christian Kernot
Art Directors: Paul Bennell/Kiah Barker
Agency Producer: Steve Dubé
Account Director: Sam McDonnell
Account Manager: Kristy Leslie
Account Executive: Laura Tenison
Client: Animals Australia
Campaign Director: Lyn White
Production company: Finch
Director: Gregor Jordan
Executive Producer: Roy de Giorgio
Line producer: Emma Thompson
Editor: Adam Wills
Post production: Heckler
Sound: Nylon
Music: Dustin O’Halloran
Agency prod: Ian Ford
Stills
Production company: The Pool Collective
Photographer: Simon Harsent
EP: Cameron Gray
Line producer: Petrea Lambert
2 Comments
well done.Great cause.Please do not buy from pet shops.
What a heartfelt advertisement highlighting the cruelty of puppy farming. It is shocking to hear that 90 per cent of puppies come from this source. I hope your message encourages people to indeed consider ‘how well do you know your best friend” and adopt from the RSPCA or equivalent. Thank you for finally bringing this to the public’s attention.