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Integrated
Paw Justice: Animal Strike
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In 2013 the New Zealand government passed a law that pushed the producers of legal highs to safety test them on dogs. Animal-rights activists, Paw Justice, asked DDB Group New Zealand to create a campaign that would force the government to review this law.With very little money or time, we needed to do something drastic to get the publics attention, so we took away what they love. We created an animal strike, with the aim of blocking animal content in New Zealand for one day.All mediums worked together seamlessly to create the strike,
gain awareness and spread our petition all at the same time. Through public pressure the government was forced to review the law and are looking at an amendment right now.
Jason Vertongen - Lead Designer Related |
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