AUSTRIAN SOCIETY FOR THE PREVENTION OF CRUELTY TO ANIMALS Promo, Case study STAPLE BECOMES AN ANIMAL TRAP by Springer & Jacoby Austria

STAPLE BECOMES AN ANIMAL TRAP

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Industry Environmental & Animal Issues
Media Promo & PR, Case study
Market Austria
Agency Springer & Jacoby Austria
Art Director Stela Pancic
Client Service Director Hans-Peter Feichtner
Released March 2010

Credits & Description

Category: Best Use of Print
Advertiser: AUSTRIAN SOCIETY FOR THE PREVENTION OF CRUELTY TO ANIMALS
Product/Service: FUNDRAISING FOR A WORLDWIDE BAN AGAINST TRAPS
Agency: SPRINGER & JACOBY OSTERREICH
Date of First Appearance: Mar 15 2010
Entrant Company: SPRINGER & JACOBY OSTERREICH, Vienna, AUSTRIA
Managing Director: Ralf Kober (Springer & Jacoby)
Managing Director/Creative Director: Paul Holcmann (Springer & Jacoby)
Client Service Director: Hans-Peter Feichtner (Springer & Jacoby)
Conceptioner and Copywriter: Jakob Würzl (Springer & Jacoby)
Art Director: Stela Pancic (Springer & Jacoby)
Graphic Artist: Klaus Ketterle (Springer & Jacoby)
Media placement: Print Ad - 1 Motif - Magazine "profil" - 15 March 2010
Media placement: Print Ad - 1 Motif - Magazine "FORMAT" - 30 March 2010

Insights, Strategy & the Idea
The print ad was developed for the Austrian society for the prevention of cruelty to animals.

Its objectives:
- To raise awareness of the cruelness of animal traps
- To mobilize supporters and collect donations
- To advocate a worldwide ban against animal traps

Its target audience:
- The Austrian general public, young and old
- Media and opinion leaders
- Well-known representatives of economics and politics

The insight:
Animal traps are cruel and painful. When they shut, traps do not only injure the animal’s muscles and tendons, but also break or tear its extremities. This inevitably leads to the animal’s painful death through exsanguinations.

Creative Execution
Creative use of an ordinarily tacked print magazine.

The staple, normally used to hold the pages of a magazine together, symbolizes a painful trap. You can see a fox caught in the metal staple. It is still alive but inextricably trapped and badly injured.

The ad portrays vividly, under which cruel circumstances still far too many wild animals have to suffer.

Results and Effectiveness
The ad contributed significantly to raising awareness of the unpleasant issue of animal traps and triggered a public debate and willingness to help.

Results in detail:

- Extensive media coverage worth approximately 250,000 Euro
- Significant increase of donations for the fight against animal traps (+36% compared to the previous year)
- Significant increase of the awareness and sympathy of the Animal Protection Association