Ifaw/international Fund Of Animal Welfare Film Pups by J. Walter Thompson London

Pups

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Industry Charities, Foundations, Volunteers
Media Film
Market United Kingdom
Agency J. Walter Thompson London
Executive Creative Director Russell Ramsey
Creative Director David Masterman
Creative Claudia Southgate, Miles Bingham
Production Nice & Polite
Director Sophia Ray
Released April 2016

Awards

Creative Circle 2017
Charity + Public Service Best Charity/public Service Online Ad Bronze

Credits & Description

Category: Public Interest, NGO
Brand: IFAW
Agency: JWT
Advertising Agency: JWT, London, UK
Executive Creative Director: Russell Ramsey
Creative Director: David Masterman
Creatives: Claudia Southgate, Miles Bingham
TV Producers: Rachael Long, Jenny Busby, Ed Thorn
Senior Account Manager: Charlotte Humphries
Project Manager: Kate Duncan
Director: Sophia Ray
Production Company: Nice & Polite
Editor: Dave Davis
Sound: Jeff Smith / 750
Geo: United Kingdom
Published: September 2016
Website URL: http://www.ifaw.org/united-kin...
The Campaign
To raise awareness around the cruel UK puppy trade, we created Suzy Puppy, a toy dog who may not be all she seems, as the star of a multi-faceted campaign raising awareness of the issue.
Centred on an online mock-advert for a bespoke design children’s toy, the campaign also features a real world element where the toy was displayed in selected animal-based stores as well as being introduced in Parliament on September 14th with 500 MPs all being given one of the Suzy Puppy toys.
Creative Execution
Whilst many of our dog loving activists are already well aware of the issues at play, the general public are less informed about the irresponsible way many puppies are bred and sold. It is this mass of general public we wanted to reach – and in particular groups who love dogs and will want to spread our message further. To do so we used a range of social influencers – from animal activist and blogger groups, to celebrities and entertainment platforms that could increase reach even further by sharing our film with their followers.
T
he campaign was also launched in parliament, to our secondary audience MPs. To this very different audience we used similar shocking tactics, showcasing the film and giving out individual Suzy Puppy toys – to push for the introduction of new laws to protect dogs in the UK from further suffering.
Overall, the campaign received an estimated PR view coverage of 194,000, from over 21 pieces of coverage. This led to a huge spike in traffic to the IFAW website, with over 69,400 visits since the launch where people spent over a minute interacting with the charity and the work they are doing.
The film in particular acted as a centre piece to social sharing, receiving a total of 43,000 organic views in the first two weeks alone.
Overall, the campaign hashtag #nomumnosale received 650 mention, with the most influential tweets coming from Katie Banks – Celebrity News Editor of Closer Magazine (which generated 46 retweets and 113 likes) and naturalist broadcaster Chris Packham (which generated 201 retweets and 175 likes).
But most importantly, the dog and box were tweeted by 12 MPs generating political energy around the legislative change.
Centred on an online mock-advert for a bespoke design children’s toy, the campaign also features a real world element where the toy was displayed in selected animal-based stores as well as being introduced in Parliament on September 14th with 500 MPs all being given one of the Suzy Puppy toys.
It is the integration of the film that allowed us to deepen the connection with both our audiences, whilst the event in parliament and the stunts in shops around London allowed us to engage on a more personal level with both the general public and the MPs.
Our campaign strategy aimed to inform the public about the shocking truth of illicit puppy breeding.
Whilst many of our dog loving activists are already well aware of the issues at play, the general public are less informed about the irresponsible way many puppies are bred and sold. It is this mass of general public we wanted to reach. To do so we used a range of social influencers – from animal activist and blogger groups, to celebrities and entertainment platforms that could increase reach even further by sharing our film with their followers.
The campaign was also launched in parliament to our secondary audience MPs. To this different audience we used similar shocking tactics, showcasing the film and giving out individual Suzy Puppy toys – to push for the introduction of new laws to protect dogs in the UK from further suffering.