A law that does not punish anyone who’s capable of breaking a toucan’s beak, poisoning dogs, organizing fights, or abusing animals in any way, is a law that’s only good for one thing…

To demonstrate how useless the current law is, we printed it on thousands of pet "poop bags”. Each with this simple instruction: The current animal welfare law is only good for one thing. Pick up your pet waste. Take a picture or video. And share it on your social networks with the hashtag #LeyDeMierda (#ShitLaw).

The bags were distributed between February and March 2016, the exact period where Congress discusses law projects viability.

The campaign became a viral success since day one: people, charities and celebrities, the bags were in the hands of all that demanded a proper law that would make animal cruelty punishable.

News and tv shows, blogs and radio stations turned the bags into the cause’s symbol. And animal cruelty into a national debate. At this point of the campaign, even politicians from different parties used the bags to generate pressure within Congress.

More than 117.000 pieces of content were generated using the hashtag, these were created by regular people, charities, celebrities and politicians all over Facebook, Instagram and Twitter. The content reached more than 4.000.000 people, almost the whole country population.

With less than $ 4,000 total investment, the campaign received more than $ 510,000 of PR Value, turning animal cruelty and the need for a law reform in the matter of national discussion. Mainstream Press, Radio and TV News gave full coverage on the topic.

All the pressure generated, finally led to an historic consensus between the 9 parties that form the Congress, allowing the text that reforms our law to be unanimously approved, and all who abuse animals in any way, to be punished by law.