Animals Australia – How well do you know your best friend?
Australia’s largest ever crowd-funded advertising campaign serves as a heart-wrenching exposé of the inhumane conditions found at commercial puppy farms, which supply the majority of dogs bought in pet shops and online.
The platform idea used a simple technique that puts the perceptions of dog owners directly under the spotlight.
The campaign itself received over one million views in its first 24 hrs. Most importantly it was instrumental in changing government legislation of the dog breeding industry with the introduction of a world first Puppy Farms and Pet Shops Act (PFPS Act).
Concept & Creative development