Monday 19 May 2014

Paw Justice: Animal Strike

An animal strike that changed a law. Paw Justice with the help of DDB New Zealand collaborated with Google and YouTube and blocked videos with animal content in order to make people sign a petition to force the goverment to change a law that allowed legal-highs to be tested on animals.

The insight was simple. People love to see entertaining videos of animals online. So a nationwide block of these videos would definitely spread the word.

Street posters, print ads, TVCs and billboards, where also used in the campaign, along with a website with the petition and a strike toolkit with all the files needed for the public in order to upload then to their social media profiles, YouTube channels and websites to block their own animal content.

This incredible collaboration made the Prime Minister John Key announce that there will be no further testing of legal-highs on animals in his country.

Paw Justice: Animal Strike



Credits:
Advertising Agency: DDB, New Zealand

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