SPCA Campaign
Brand
The SPCA (Issued through University)
Project
Communication Design – Intergrated Campaign
Objective
To promote shelter animals instead of buying breeds
Research
Secondary research showed that owners buy certain breeds as a social status due to negative self image. Negative self image carries fantasies of being admired or feared. This finding was connected to a Viking theme to appeal to this fantasy.
Concept
Pedigrees aren’t accessories
Aim
By using storytelling with a relevant theme/fantasy of the target audience, the aim of the campaign is to generate empathy, making viewers reflect on buying breeds. To indirectly promote shelter animals instead of buying breeds.
Message
Dog breeds should not be ‘worn’ as an accessory to the owner.