Paw Justice: Animal Strike

Michiel Cox

Campaign details

Brand owner: Paw Justice
Agency: DDB Group New Zealand
Brand: Paw Justice
Country: 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 the world it got the New Zealand government to reconsider the law.

In July 2013, the New Zealand government proposed a new law to curb the sales of untested psychoactive substances in New Zealand. Unfortunately, the well-intentioned law had some nasty side-effects of its own. As part of its requirement for testing, it allowed for legal highs to be tested on animals, a practice that had been outlawed in many other countries.