SF SPCA: Puppy Mill campaign

This campaign, for SF SPCA, a San Francisco-based animal charity, educated Bay Area residents about cruelty at dog breeding facilities through a microsite, online video and guerilla marketing.

SF SPCA: Puppy Mill campaign

BBDO San Francisco

Advertiser: San Francisco SPCABrand: San Francisco SPCACountry: USA

Objectives

The following case study focuses on our partnership with the SF SPCA in their mission to educate Bay Area residents on the cruel practices of puppy mills, commercial dog breeding facilities who seek high profit at the expense of the welfare of the animals they breed and sell.

On the surface, convincing people not to purchase puppies from puppy mills seems like an easy task, as very few people would openly support the kind of animal cruelty associated...

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