Title	PUPS
Brand	IFAW - INTERNATIONAL FUND FOR ANIMAL WELFARE
Product/Service	IFAW - INTERNATIONAL FUND FOR ANIMAL WELFARE
Category	B06. Use of Customer in-Store Experience
Entrant	J. WALTER THOMPSON London, UNITED KINGDOM
Idea Creation	J. WALTER THOMPSON London, UNITED KINGDOM

Name	Company	Position
Russell Ramsey	J. Walter Thompson London	Executive Creative Director
David Masterman	J. Walter Thompson London	Creative Director
Claudia Southgate	J. Walter Thompson London	Creative
Miles Bingham	J. Walter Thompson London	Creative
Rachael Long	J. Walter Thompson London	TV Producer
Jenny Busby	J. Walter Thompson London	TV Producer
Ed Thorn	J. Walter Thompson London	TV Producer
Charlotte Humphries	J. Walter Thompson London	Senior Account Manager
Kate Duncan	J. Walter Thompson London	Project Manager
Sophia Ray	Nice & Polite	Director
Dave Davis	Freelance	Editor
Jeff Smith	750mph	Sound Engineer

The Campaign

To raise awareness around the cruel UK puppy trade, we created Suzy Puppy, a toy dog who may not be all she seems, as the star of a multi-faceted campaign raising awareness of the issue. Centred on an online mock-advert for a bespoke design children’s toy, the campaign also features a real world element where the toy was displayed in selected animal-based stores as well as being introduced in Parliament on September 14th with 500 MPs all being given one of the Suzy Puppy toys.

Campaign Success

Whilst many of our dog loving activists are already well aware of the issues at play, the general public are less informed about the irresponsible way many puppies are bred and sold. It is this mass of general public we wanted to reach – and in particular groups who love dogs and will want to spread our message further. To do so we used a range of social influencers – from animal activist and blogger groups, to celebrities and entertainment platforms that could increase reach even further by sharing our film with their followers. T he campaign was also launched in parliament, to our secondary audience MPs. To this very different audience we used similar shocking tactics, showcasing the film and giving out individual Suzy Puppy toys – to push for the introduction of new laws to protect dogs in the UK from further suffering.

Describe the success of the promotion with both client and consumer including some quantifiable results

Overall, the campaign received an estimated PR view coverage of 194,000, from over 21 pieces of coverage. This led to a huge spike in traffic to the IFAW website, with over 69,400 visits since the launch where people spent over a minute interacting with the charity and the work they are doing. The film in particular acted as a centre piece to social sharing, receiving a total of 43,000 organic views in the first two weeks alone. Overall, the campaign hashtag #nomumnosale received 650 mention, with the most influential tweets coming from Katie Banks – Celebrity News Editor of Closer Magazine (which generated 46 retweets and 113 likes) and naturalist broadcaster Chris Packham (which generated 201 retweets and 175 likes). But most importantly, the dog and box were tweeted by 12 MPs generating political energy around the legislative change.

Explain why the method of promotion was most relevant to the product or service

Centred on an online mock-advert for a bespoke design children’s toy, the campaign also features a real world element where the toy was displayed in selected animal-based stores as well as being introduced in Parliament on September 14th with 500 MPs all being given one of the Suzy Puppy toys. It is the integration of the film that allowed us to deepen the connection with both our audiences, whilst the event in parliament and the stunts in shops around London allowed us to engage on a more personal level with both the general public and the MPs.

Our campaign strategy aimed to inform the public about the shocking truth of illicit puppy breeding. Whilst many of our dog loving activists are already well aware of the issues at play, the general public are less informed about the irresponsible way many puppies are bred and sold. It is this mass of general public we wanted to reach. To do so we used a range of social influencers – from animal activist and blogger groups, to celebrities and entertainment platforms that could increase reach even further by sharing our film with their followers. The campaign was also launched in parliament to our secondary audience MPs. To this different audience we used similar shocking tactics, showcasing the film and giving out individual Suzy Puppy toys – to push for the introduction of new laws to protect dogs in the UK from further suffering.