Paw Justice: Animal Strike

This case study describes how New Zealand animal charity Paw Justice used social media to show the government how much people cared about animals.

Paw Justice: Animal Strike

Michiel Cox

Campaign details

Brand owner: Paw JusticeAgency: DDB Group New ZealandBrand: Paw JusticeCountry: New Zealand

Executive summary

This case study tells how, when faced with what it felt to be unacceptable animal testing legislation, animal rights activists Paw Justice decided to show the government how much New Zealand cared about this. In just one day, the campaign grew from a small idea to a global movement, and Paw Justice received support from almost every country in the world. Most importantly, through the united power of animal lovers around...

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