ANIMAL WELFARE VICTORIA
MICROCHIPPING CAMPAIGN
ANIMAL WELFARE VICTORIA
Brief
Off the back of a successful first campaign with Animal Welfare Victoria – Red Crayon was briefed on a new campaign aimed at increasing microchip education and compliance. Victoria has one of the highest pet ownership rates in the world (approx. 65% of Victorians have at least one pet). Higher rates of registration and microchip compliance will help lost pets be reunited with their owners if they are lost or injured. Many lost pets that end up in pounds and shelters are not reunited with their owners their because they cannot be identified.
Solution
A creative concept lead by informative headline messaging to dominate the visual hierarchy, however, we also aim to promote a heightened emotional reaction in the audience as well. Our headline revolves around a sentiment of ‘reunification’ with our pets, and specifically that up-to-date microchip details are the key to this reunification. Our instructional, call-to action sub-copy also highlights themes of security and safety to stress the importance of up-to-date microchip details.
The art direction focuses on the candid moments of reuniting with our beloved pets after distressing time apart – that moment of pure relief that we are back together and that the pain of separation (for both pet and owner) has been resolved due to the correct details being stored on our pet’s microchip. We have chosen shots that are tight on the subjects to emphasise these moments of embrace. We also subtly reference security and safety by using shots inside the home with soft sunlight light filling the scene.
The concept was rolled out across a diversified range of assets including animated and static display banner ads, web banners, social ads and print.
Result
The creative concept and rollout campaign artwork has delivered an emotive yet informative communication that has been embraced by the team at Animal Welfare Victoria and the broader Victorian public.
Services
Campaign Strategy, Campaign Creative, Social & Copywriting