Paw Justice: Turning the tables on Trade Me

Michiel Cox and Aoife Murphy

This case study shows how Paw Justice, a non-profit organisation, put a rival at the core of its own campaign to make this rival change its practices.

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...

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