Department for Environment, Food and Rural Affairs (DEFRA): Petfished

DEFRA, the UK government Department for Environment, Food and Rural Affairs, increased awareness of the dangers of buying from low-welfare animal sellers in the UK by launching a hard-hitting mini-documentary.

Campaign details

Brand: Department for Environment, Food and Rural Affairs (DEFRA)Advertiser: Department for Environment, Food and Rural Affairs (DEFRA)Agency: 23redCountry: UK

Campaign Overview

Pet buyers' paws for thought

DEFRA aimed to tackle the sale of low-welfare animals being sold as pets.

Strategy

The government introduced a ban on third-party pet sales, known as Lucy's Law, in 2020. It addressed the mistreatment of puppies and kittens being kept and sold by third parties. The campaign needed to make prospective buyers aware of deceitful sellers mistreating pets for profit.

In-depth research to understand the issue...

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