Puppy mills - We made adopting better.
Challenge
The Richmond SPCA was on a mission to bring awareness to puppy mills while stressing the importance of pet adoption for those furry family additions. Since the internet has commoditized the pet business, our idea was to educate folks right where they were already looking.
Solution
We used behavioral and geotargeting algorithms to serve faux ads to people in Richmond actively in the market for a dog. These social posts were designed as marketing click-bait that mirrors how puppy mill sites are actually advertising to audiences online; by commoditizing living beings. All the social content led back to an informational page on the SPCA site that calls out the signs Of partakers in this horrific industry. We created a fake website, PupForMe.com, that helps identify the signs of real puppy mill websites. We included informative Videos, and other call-outs that allow the viewer to recognize potential harm. The user experience takes one through the funnel of awareness first, then education, and finally, encouraging adoption.
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