PAWS UP
Project Type
Campaign and Social Impact Design
Brief
To create an integrated advertising campaign to raise awareness, drive engagement and encourage meaningful action towards a selective cause for the SPCA. (e.g. Adoption, cruelty prevention, fundraising or education).
Problem
Adoption rates are low and many people struggling with mental health challenges are hesitant to adopt due to the fear of commitment and being unable to provide the care and attention that is required when owning a pet, given their own overwhelming struggles. These are the people who don’t truly understand the emotional benefits that a shelter pet from the SPCA can provide in their lives.
Insight
People crave connection and companionship but believe they need to be ‘whole’ to love and care for an animal, fearing they won’t be able to provide the support and stability they themselves are seeking.
Message
“Raise a Paw. Heal a Heart”
To reframe adoption as a mutual healing process, highlighting that the deep emotional bond built between a human and a pet is beneficial to both their well-being.
Concept
“Paws Up” is more than just an adoption campaign, it’s an invitation to open our hearts to the healing power of a pet. Just as an animal extends its paw, asking for love, affection and connection, the “Paws Up” campaign encourages people struggling with mental health to adopt, by raising their hand back and accepting the paw of an SPCA shelter animal.
By raising a paw and a hand together, a connection is formed, leaving a lasting imprint on both our heart and theirs. It’s more than just a simple gesture, it’s healing hand-in-hand through unconditional love, trust, comfort, support and mutual companionship, that only a pet can provide!
