Puppy mills, where dogs are bred for profit with little regard for their welfare, remain a troubling issue. To combat this, GAIA, a Belgian non-profit organisation dedicated to animal rights, partnered with Integreate by DPG Media to launch an impactful media campaign. This campaign not only raised significant awareness but also earned prestigious awards, including two golden Native Advertising Awards for Best Integrated Program and Best Use of AFP Broadcast, the Grand Prix Content Marketing Award for Best Content Strategy (Distribution) and the BOCA Award for Best Content Strategy (non-profit).
Running from 3 April to 2 May 2023, the campaign aimed to educate the public on how to distinguish reputable breeders from puppy mills and to promote adoption from shelters. By leveraging the power of storytelling and creativity, the campaign adopted an innovative approach that seamlessly blended elements of fiction and reality.
The campaign centred around Charlie, a puppy who tragically died from parvo, a common disease in puppy mills. Charlie’s story was told through an obituary, serving as a wake-up call for the audience. This narrative was supplemented with information and practical tips on recognising and avoiding puppy mills, ensuring the message was both impactful and actionable.
Cross-Media Distribution
GAIA’s campaign utilised a variety of media formats, focusing on TV integrations within the popular telenovela “Lisa.” This approach provided broad national reach and increased viewer engagement with the brand of GAIA. The TV integrations in “Lisa” served as the campaign’s launchpad. The telenovela, set in a fictional advertising agency, provided the perfect setting for GAIA’s message.
Integrating the campaign into “Lisa” was crucial for encouraging viewers to take concrete action. “Lisa” viewers were more likely to seek information about GAIA and actively supported the organisation during the campaign period. The relatable context of the show helped explain ‘broodfok’ (puppy farming) in an understandable and sympathetic manner.
DPG Media and GAIA’s campaign strategically integrated various media channels to evoke an emotional response and amplify the message. The execution included:
- Billboards around “Lisa” on VTM and VTM GO
- Radio spots on major stations
- Online display and branded content on hln.be
- Print and branded content in NINA, HLN Weekend, and Dag Allemaal
- Editorial mentions in Dag Allemaal
This campaign showcased the power of a creative, well-integrated, and emotionally-charged media strategy. Bringing Charlie’s story to life within “Lisa” enhanced its impact, resulting in higher recall and appreciation among viewers. The campaign effectively highlighted and clarified the problem of ‘broodfok’, significantly improving GAIA’s brand perception and achieving remarkable results:
- 71% of those who saw the campaign became aware of the issue.
- 81% of people exposed to the campaign agreed that ‘broodfok’ entails animal suffering, a 15% increase.
- 61% of viewers reported feeling sad after seeing the campaign, an emotion that helped attract attention.
- “Lisa” viewers were significantly more likely to seek information (17% vs. 4%) and support GAIA (15% vs. 5%).
DPG Media and GAIA’s campaign against puppy mills was a profound success, leveraging a unique blend of media integration and emotional storytelling to raise awareness and drive action against the cruel practices of puppy farming.