Cannes Lions

ANIMAL CRUELTY AWARENESS

PHD IQ, London / RSPCA / 2006

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RSPCA were gathering signatures to support their cause to ban battery eggs from supermarkets. Using age and sex targeted to Hotmail (to women aged 25-44), PHDiQ ran MPUs that allowed the user to enter their name and email address into the ad to show their support for the cause. Hotmail delivered over 30% of the pledges.

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