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More from ~brookadeedoo

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June 6, 2008
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:iconbrookadeedoo:
Ad 3 of 3 - Passive Smoking.

The important social issue that I chose to tackle in this brief was animal cruelty. More specifically, pet neglect. Some of the issues I came across throughout my research were the overfeeding of pets which leads to obesity, passive smoking around pets which could result in cancer, and sun overexposure, which is a major cause of skin cancer. These problems made me realise that pets are just as susceptible as humans when it comes to the dangers that present themselves throughout every day living, and thus the same precautions must be taken.
The responsibility comes down to the pet owner, and I wanted my campaign to enforce that; to make the pet owners of Australia more aware of the fact that their pets need to be properly taken care of.

The idea I chose to go ahead with used plush toys to represent the pets instead of the pets themselves. This introduced the tagline, " Pets aren't toys. Treat them with care“. It also presented the element of humour, which would no doubt make the campaign more memorable.
I chose to give the toys a personality, by way of making them “talk“ to the viewer.

I kept the ads fun by using bright colours and cute, fun props, but made sure that the serious underlying message was still apparent.

Ad 1 - Pet Obesity

Ad 2 - Sun Protection
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