ABOUT

Challenge

There are only nine countries in the world where Greyhound racing is still legal – four are in the United Kingdom. Animal Aid came to us with a challenge; how do we enlighten the UK public about the harsh realities of this ‘sport’ with the right tone of voice? We are a dog-loving nation, but betting on greyhounds also has a personal, cultural resonance for many people.

Insight

There is a science behind behaviour change, where often shame, guilt and fear are triggered. But people will ‘switch off’ if they feel judged, and with the state of the world today, purpose fatigue is very real. We needed to create an angle to inform people about this issues from a position of empathy and empowerment that will attract attention versus – we needed the right level of uncomfortable.

Solutions

Take the lead. Every dog has a story, and stories are how we create empathy. We leveraged the real, often confronting, tales of how greyhounds are treated in the gambling industry from a new angle. We are truth tellers – showing the sweet faces of these hounds in the London Underground and asking people; which side of history do you want to be on?

Results

23.2 M Impressions delivered across OOH & Socials
3.75% avg paid social engagement rate
£0.89 avg. social cost per lead
55,443 national petitions sign ups