Our solution was to target the election street pole posters during Election week.

We created our own poster designed to be tacked onto the base of the existing election poster so that it appeared now as if politicians were cradling pets and calling on the public to support a party of ream change: the NSPCA.

Within hours, our street posters became front-page news on two national daily newspapers. It ran on the primetime TV news that night, and was even picked up by the BBC. They trended at the top on Twitter for 48 hours, even ahead of the actual elections, and reached 6.9 million people online. But more importantly, by dominating the front pages, news hours and social networks, we brought animal ethics back as a national discussion point. Gratifyingly the SPCA nationally saw adoptions and donations rise to a record high that month.