Pet Campaign a real hit

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28 November 2008

Creative Territory’s campaign to promote responsible pet ownership in Darwin has proven to be a hit.

 

Undertaken for Darwin City Council, the campaign accompanied the introduction of new Animal Management By-laws.

 

The campaign tagline, ‘Prove that you love me’, asked pet owners to step up to the plate and prove their love for their pet.

 

“Territorians don’t like being told what to do,” says campaign strategist and Creative Territory Managing Director Tracy Jones.

 

“In recent years, Territorians have been asked to make changes to their pool fencing, schooling and driving behavior. They are starting to feel that the freedom of the Territory lifestyle is being compromised.

 

“We took this emotion into account when we developed our campaign.”

 

The campaign used public microchipping events, posters, advertising and point-of-sale material to reach out to Darwin pet owners.

 

“The simple but cheeky headlines and photos reached out to pet owners from an animal’s point of view,” says Tracy.

 

“Overall it was a very effective campaign and we have been approached by other jurisdictions interested in replicating it in their council areas.”

 

Credits:

Strategy and copy, Creative Territory; Creative and design, Sprout. TV Production, Cutting Edge.