Campaign seeks to intercept, educate potential puppy buyers

The campaign, by Yolk, a digital and social-media agency under Grey Group, centers on a website, www.pawfectpets.sg. Ads placed online and in local newspapers promoting ‘puppies for sale’ attract prospective dog owners to the site, where, while exploring the profiles of some truly adorable doggies, they get educated about the horrors of the 'puppy mills'. 

Puppy mills are large breeding facilities where dogs live in deplorable conditions, often without adequate food, water, or veterinary care and are forced to reproduce over and over again, according to animal-welfare groups.

The goals of the campaign are to educate the public that buying a puppy from a pet store is indirectly fuelling this cruel industry and to promote pet adoption as a better alternative, the agency said.

“Dogs may not have a voice, but people do,” said Jun Jek Low, creative director of Yolk. “Dog lovers are a powerful and tight-knit community, thus we want to harness the power of social media to allow them to share and in turn generate greater awareness and dissuade friends from buying a puppy to adopting one.”

CREDITS

Agency Yolk
Creative director Low Jun Jek
Head of creative Shante Lee
Yolk copywriter Carrie Lee
Yolk creative technologist Ong Su Hui
Yolk art director Teo Yuling

Grey Group
Chief creative officer/executive creative director Ali Shabaz

Production
Director/platforms Calvin Loh
Video producer Nilesh J Parekh
Post-production supervisor Calavin Lim
Motion GFX artist Clement Chia
Production assistant Larry Lim
Production assistant Yap Wen Hui