Entrant Company
Publicis Toronto
Advertiser Category
Health Awareness & Advocacy
Despite what you'd think, Canada's animal welfare laws are exceedingly weak, leaving animals vulnerable to abuse and abandonment. To try to change the law and gain attention to this issue, award-winning pet rescue Mattie's Place created the ‘Pet-ition’: the first petition signed by pets.
This 'Pet-ition' was made possible thanks to a legal loophole, as petitions regulations don't explicitly state that you must be human. In fact, all you need to sign a petition is a name, a Canadian address, and a unique signature; things that pets all possess given that their paw prints are genetically unique like a fingerprint.
Launching the Pet-ition with pet influencers, the campaign moved on to viral success, catching the attention of pet lovers including the Red Hot Chilli Peppers. To cause real change, the campaign targeted politicians, delivering the Pet-ition to Canada’s Parliament, where it was met with overwhelming support.