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Paw Justice: CASE STUDY: Animal Strike

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Paw Justice teamed up with DDB New Zealand and held a nationwide Animal Strike to oppose a law that allowed legal-highs to be tested on animals. The concept was born from the knowledge that people enjoy being entertained by animals online and was designed to get attention by taking these moments away. A collaboration with Google and YouTube assisted in the blocking of animal content in New Zealand for one day. The strike was then rolled out onto street posters, print ads, TV commercials, billboards in dog parks and animals striking at Auckland Zoo. The public could head to a website where they could sign the petition and download a strike toolkit with files to upload to their social media profiles, YouTube channels and websites to block their own animal content. The mission was simple, spread the word of the strike and block as much animal content as possible in the hope of gathering petition signatures.
Credits Other credits

DDB Group NZ:

Jason Vertongen - Digital Designer

Sam Schrey - Digital Designer

Paul Myles - Developer

Cameron Crosby - Developer

Nikita Kearsley - Creative Art Buyer

Lucinda Sherborne - Planning DIrector

Michiel Cox - Digital Planner

Jack Murphy - Social Planner



Beat PR:

Angela Mace - Director



Paw Justice:

Craig Dunn - Co-founder

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