Animal Welfare Victoria were introducing a new multi-phase initiative to help stop puppy farming in Victoria called the Pet Exchange Register (PER). Animal Welfare Victoria is ensuring all Victorians know where their pets come from and encouraging people to choose wisely.
The strategy was above all to make this a feel good story, focused on the beneficial effects on the animals concerned. To announce this change to all key markets including Vets, breeders and the broader community, we colour coded executions to segment and change the messaging accordingly. Online, social, print were all used to get the message out to the public.
It’s early days, but stakeholder and public feedback has been positive.