For decades, the ASPCA has been advocating for better breeding practices and adoption for dogs with campaigns that focused on educating the public on where pet store dogs come from.
But over time, the influx of digital technology has completely transformed how people get dogs. And Millennials, the largest generation of dog lovers ever, are increasingly relying on online sources, which makes it difficult to track where our furry friends are coming from.
With profound differences in how Millennials shop, seek information and share content, how do you re-imagine your cause to reach, engage and inspire a new generation?
BBMG recently partnered with the ASPCA to concept and design a campaign to mobilize Millennials as the generation that can end puppy mills.