United Against Puppy Mills

“Dogs are not Accessories”

The goal of this campaign was to convey the message of “adopt don’t shop” in a new way. Most animal awareness ads are depressing and only show images or videos of sad animals. While these ads are effective, from the research we did we found that the visuals make people too sad and uncomfortable and therefore they change the channel or look away. We played on the forced connection between luxury accessories and dogs to convey the message “adopt don’t shop.”