Paw Justice: Turning the tables on Trade Me
Michiel Cox and Aoife Murphy
Campaign details
Brand: Paw Justice Contributing agencies: Beat PR, Mango CommunicationsCountry: New ZealandIndustry: Charities & voluntary organisationsChannels used: Internet - display, Internet - microsites, Newspapers, Online video, Public relations, Radio, Social media, Television, Word of mouth, advocacyMedia budget: Up to 500k
Executive Summary
Puppy milling in New Zealand is a serious problem. The commercial practice results in female dogs being bred at every opportunity with little to no recovery time between litters, compromising the health and...