Cannes Lions

AWARENESS OF PET ADOPTION

LEO BURNETT, Hong Kong / SPCA / 2003

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Overview

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Credits

Overview

Description

In Hong Kong, the three recycling bins for paper, tin cans and bottles are always put together in a row on the street. A fake recycling bin with a sealed lid was put beside them and became an odd additional bin.The label on it read: 'Pets should never be treated as recyclable items. Don't dump them so casually. Think twice before keeping one.' This was to discourage people from keeping pets for just short term fun.

Outcome

Owing to overcrowding, the SPCA was going to stop accepting pets given up by pet owners starting from 1 September 2002.

The reminder was launched one month before the effective date.

Although the exact number of potential pet-owners who have given up keeping pets after seeing this advertisement has not been obtained, it has helped the SPCA to end the service in a much smoother way.

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