Goals and objectives
Hundreds of puppies die every year due to puppy mills where dogs are traded, bred and kept in appalling conditions, often leading to illness and death. GAIA, a Belgian non-profit organization for animal rights, wanted to raise awareness about the terrible consequences of puppy farming.
The communication goal was to ensure that people understand the problem and its dangers, can distinguish a good dog breeder from a puppy mill and would consider a dog from a shelter instead of purchasing one from a breeder.
The company’s goal was to promote GAIA as an animal rights organization in a way that would soften their image as they have often been associated with shocking images of animal suffering in the past - without detracting from their activist character.