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RSPCA NSW: The Disguise

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Thousands of Australians buy puppies online. But behind the cuteness lies a sinister force - Puppy Factories. Unregulated, unsanitary and inhumane, they are makeshift facilities where amateur breeders rear physically and emotionally damaged puppies, then sell them via online platforms. And because it’s online, it’s easy to disguise a puppy’s past. Facing an epidemic, the RSPCA needed a bold tactic. So to make people aware of puppy factories, we became one. Using our own cute puppy and fake online profile, we posted ‘For Sale’ ads on Australia’s biggest e-commerce platforms. When people unwittingly went to buy our puppy, we revealed that behind the cute image was a darker story.
Credits Other credits

Senior Business Director: Deborah Munro

Senior Planning Director: Joseph Smeaton

Social Strategist: Emma-Jaye Bernhardt

Designer: Jake Bruce

Digital Producer : Danny Marston

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