ASPCA
MOBILIZING A MOVEMENT TO STOP PUPPY MILLS Project: Social Media Campaign, Video & Vignettes, Toolkit Role: Director & Designer Most puppy mill campaigns feature very sad photos of dogs. It's in effort to reveal the truth behind cruel breeding practices which can feel far removed from all the cuteness you see in puppy stores and photos from online breeders. We get it but it turns a lot of people off. So we built a new narrative. One that still shows the cruel reality of puppy mills, but leads with our shared love for dogs and ends on concrete ways to help. Within two weeks of launch, the video hit a million views, surpassing the goal for the year. Within six months the campaign had received 10.5 million social media impressions and 1.5 million target social actions. We worked with Sia on the voiceover and she helped promote it. The video and vignettes won a Shorty Award. And best of all, the ASPCA celebrated the impact of this ongoing campaign when The New York Puppy Mill Pipeline Bill was signed into law by Gov. Kathy Hochul.
