ANIMAL WELFARE

CHOOSING A HEALTHY PET CAMPAIGN

ANIMAL WELFARE

Brief
Animal Welfare Victoria brings together all aspects of domestic animal and animal welfare research, policy, education, and compliance. Red Crayon was engaged by Animal Welfare Victoria to develop a campaign that educates the Victorian public on the importance of choosing a healthy pet to support their overall mission of a reduction in irresponsible breeding.

Solution
A creative concept and messaging hierarchy was developed in collaboration with Animal Welfare Victoria, referencing a key insight that many Victorians purchase pets because of the way they look without considering their potential long term health risks or requirements. The creative concept saw our cute cuddly talent, being treated like fashion models, juxtapositioned next to fashion items, coupled with the campaign headline “A healthy pet is always in fashion”. This campaign was targeted towards a female skewed audience, and really focussed on driving them to download a healthy pet checklist to ensure they are making the right choice for them and their future pet.

The concept was rolled out across a diversified range of assets including animated and static display banner ads, web banners, social ads, print and video.

Result
The campaign was well received by the client and internal stakeholders. It was soft launched across digital channels in 2022 with great success, we’re looking forward to working further with the Animal Welfare team on future campaigns.

Services
Campaign Strategy, Campaign Creative, Social, Copywriting & Video Production