Paw Justice calls for animals and owners to go on strike in anti-drug testing blitz via DDB NZ

Paw Justice is calling for animals and their owners to go on strike in a new campaign via DDB New Zealand.

On the 11th of July, the NZ government passed a law that made it legal to test party pills on dogs and on the 4th of October, a select committee will meet again to review this law. Paw Justice is making a stand to put pressure on the government to remove this law.

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Says Craig Dunn from Paw Justice: “Using animals to test drugs for us, simply so we can get high, is taking it too far. Now is the time for Kiwis, and their pets, to let the government hear our collective voice – this is not ok.”

Paw Justice teamed up with DDB to develop the animal strike. The campaign features a website, street posters, print ads, TV commercials , PR, billboards in dog parks and a full social media campaign on Facebook, Twitter, Pinterest, Instagram and YouTube with the mission to spread the word of the strike and block as much animal content as they can in the hope of gathering as many petition signatures as possible.

Says Shane Bradnick, creative director for DDB: “We love to be entertained by animals but when they’re being abused we turn a blind eye. So rather than showing people what they didn’t want to see we made people take notice by taking away what they love.”

The animal strike calls for animal related blogs, YouTube channels and social media pages to post our strike message instead of the usual animal photos or funny videos that might post. The petition has already received over 45,000 signatures, thousands of shares on Facebook and re-tweets, with #animalstrike trending on Twitter and millions of people reached in total.

Click here to sign the petition.

Client: Paw Justice

Angela Mace, Director