Campaign for a cause
Abandonment cases were rising and the classic appeals to conscience were no longer heard. For ASPA we built a campaign on two things: emotion to win attention and education to change behaviour.
We made three main spots inspired by real cases, the kind that make people stop scrolling and think about their own responsibility.
Short videos followed, on caring for a dog properly and on the legal consequences of abandoning one, so people who had been moved also knew what to do.
The spots spread organically into communities, schools and social media and started conversations. The message reached families who had never thought of adopting. Adoptions went up and abandonment cases went down.
NECULA Agency creates, produces and implements video campaigns. CSR Campaigns