Addressing Pet Abandonment
In 2010, the SPCA worked on creating awareness over the number of animals (including pets) that were abandoned.
In 2009 alone, over 7600 animals were abandoned in Singapore. The figure was alarming and it was time that the public knew that abandonment is not acceptable.
But getting the message out to the public was not going to be an easy feat. That’s where Y&R Singapore came in with their brillant idea of placing trash bags around the island containing robotic animals making distressing noises. And it sure did get the public’s attention.
In fact, some thought real animals were being abandoned and called up the SPCA Singapore to lodge reports. On closer inspection, the public notice the accompanying SPCA message tied to the bag.
It was then revealed that it was part of a campaign to create awareness about the rise in pet abandonment. Finally the cat was out of the bag! (Photo source: Coloribus Advertising Archive)
Agency: Y&R, Singapore | Copywriter: Serene Loong | Art Director: Dian Widjaja/Jules Kim | Account Supervisor: Prue Harrison