We knew that our target audience, animal lovers, wouldn’t respond well to a concept that illustrated cruelty, and as a brand that stands for animal welfare, we need to be mindful of how we told our story.

So, we highlighted the dangers of leaving dogs in cars with a simple piece of storytelling that turned an everyday object into a symbol of life or death.

A 60 second video was created that ran on Facebook during hot Summer days when the content would be contextually relevant.

We targeted dog owners and animal welfare enthusiasts to ensure that our message was hitting the right audience and would be shared by those who are passionate about the cause of animal welfare.

Our content piece received over 6,500 reactions. We made people sad (232 to be exact) and we made some people angry, but most importantly we spread the message organically with over 1,600 shares of the video.

As the KPI for this campaign was awareness, we succeeded in spreading our message.