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Mattie’s Place: Pet-ition
A partnership between award-winning pet rescue Mattie’s Place and Publicis Toronto has gone all the way to the House of Commons. The ground-breaking ‘Pet-ition’ campaign - the first petition signed by pets - was officially presented in the House of Commons on October 29th, thanks to the backing of federal member of parliament Julie Debrusin. In response to Canada’s antiquated Federal animal welfare laws and an influx of pet abandonment, Publicis Toronto worked together with Mattie’s Place, an award-winning volunteer-run pet rescue located in Toronto, to create the ‘Pet-ition’; a first-of-its-kind petition signed by pets to help all animals become recognised as sentient beings instead of as property; affording them a much-needed increase in protection. The campaign is built upon an insight pulled from petition law, which doesn’t specify that you must be human to sign a petition; in fact, you just need a name, address, and unique signature, which pets all possess. Using this loophole and paw prints as signatures (since they are genetically unique), the campaign was launched at North America’s Large Dog festival in June, before gathering thousands of signatures throughout the summer. Mattie’s Place hosted various events and collaborated with pet stores and rescues nationwide, before catching the attention of federal member of parliament Julie Debrusin.
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