Rokkan, in partnership with The Humane Society heiden upholstered standard of the United States as its Creative and Media Agency of Record, has launched a new campaign in The HSUS’s continued fight against puppy mills. Titled ‘Don’t Obtain Into Puppy Mills,’ this most up-to-date perform contrasts the innocently imagined origins of puppies with the hidden reality that is the still-thriving puppy mill business.
‘Don’t Invest in Into Puppy Mills’ is comprised of three 30-second films and a single long-type film, all developed by Rokkan, that illustrate youngsters’s imaginative responses to the question: “Where do puppies come from?” The optimistic and inventive answers from kids are beautifully animated in the films, exaggerating prevalent misconceptions about how most puppies are brought into the planet. As the films continue, the animations transform to reveal the devastating realities of exactly where most puppies who are sold on the web and in pet shops really come from. In addition to bringing these Astoria Grand pictures to life, the animations are intended to maximize the impact of the ‘Don’t Invest in Into Puppy Mills’ message and encourage greater audience engagement.
“Throughout the organization’s lengthy history, we have mounted a quantity of campaigns to raise awareness of the horror of puppy mills,” said John Goodwin, senior director of the quit puppy mills campaign at The HSUS. “We’ve had excellent results in several of our preceding efforts, but the reality remains that mills are still operating thanks to support upholstered standard bed from nicely-intentioned but unsuspecting buyers. This most up-to-date campaign aims to chip away at the puppy mill facade and tension that exactly where your puppy comes from matters.” The campaign focuses on two of the most deceptive outlets for puppy mills: puppy-promoting heiden upholstered standard internet websites and pet stores. These venues don’t let the purchaser a chance to see where the puppy was raised ahead of creating a acquire, normally helping to conceal inhumane situations.
Equivalent to the ‘Same Day Pups’ campaign that Rokkan and The HSUS launched in 2015, this most recent operate was made attainable by means of a generous grant from Maddie’s Fund, a family members foundation produced in 1994 by Workday co-founder Dave Duffield and heiden upholstered standard his wife, Cheryl. More elements of the ‘Don’t Buy Into Puppy Mills’ campaign include things like paid social activations, banner content that will run via official HSUS channels, and a internet site redesign for DontBuyIntoPuppyMills.com. Rokkan’s media team also led purchasing and arranging efforts for the campaign, which will run through the finish of October 2016.
On the tactic behind the function, Sean Miller, Rokkan’s Chief Technique Officer, mentioned, “Consumers have develop into hyper-aware of exactly where their meals and garments come from, but upholstered standard bed what about their pets? It’s pretty really hard to believe that most dog purchasers don’t know that they’re buying from puppy mills. Puppy like blinds us from the truth. By asking this 1 query, we hope to spur people today to consider a lot more critically about exactly where puppies really come from.”
Concerning the campaign creative idea, Brian Carley, Rokkan’s Worldwide Chief Inventive Officer, added, “Ask a youngster a uncomplicated query and you’ll get answers that are unfiltered, strange and lovely. These are the kind of answers we all want were correct. With these films, we take our viewers on a journey that’s fantastical and silly, but it also makes it less heiden upholstered standard difficult to inform the actual origin story upholstered standard bed that is cruel and hard to swallow.”