A Guerrilla Marketing Blog
SFSPCA Anti-Puppy Mill Campaign – Cause Marketing
In a cause marketing campaign with BBDO and the San Francisco SPCA, a two part guerrilla marketing campaign was launched to bring awareness to their anti-puppy mill efforts. In part 2, they outfitted news bins in San Francisco with screens to make them appear like the cages puppies are crammed into a small space. Inside the bin were copies of a newspaper, The Canine Tribune, featuring articles and stories designed to educate readers about the realities of puppy mills as well as alternative options available to those who are considering a dog.
“We wanted to do something completely unique in order to grab people’s attention and really drive home the deplorable conditions puppy mill dogs are forced to endure,” said Dr. Jennifer Scarlett, veterinarian and SF SPCA co-president. “When San Franciscans buy puppies online, they unwittingly purchase from puppy mills, perpetuating a cycle of misery that benefits only the mill owners and puppy wholesalers.”
Overall, this was quite a brilliant concept delivering the mirrored emotion you get from their commercials with Sarah McLachlan, but this time you can’t change the channel!