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Meet Charlie: Puppy Love, Animal Rights & Broadcast Fiction
Nora Vanderschrick
GAIA, a Belgian non-profit animal rights organisation, wanted to increase awareness of the terrible consequences of puppy mills.
Often, too violent and shocking images turn people numb – something we want to avoid at all costs. But what if we turn fiction into reality and create a cross-media campaign that leads to more than just awareness?
Takeaways
- Find out how native advertising helped to reverse the perception of the non-profit organisation being of non-essential consequence and garnered it full support
- How each medium within a cross-media campaign enhances the others to obtain the ultimate goal of a campaign
- How emotion can trigger action
- Who doesn’t love puppies?
