In an effort to encourage abandoned animal adoption, Brazilian pet stores have been covertly displaying shelter animals instead. In Brazil, there are approximately 30 million cats and dogs that have been abandoned, overcrowding animal shelters and resulting in increased deaths due to disease and mistreatment. The campaign by Priceless Pets is trying to change the stigma around adopting a previously-owned animal by showing the critters are just as desirable as their cost-associated counterparts.
The non-governmental organization launched their #savealife campaign nationwide, placing furry friends in the windows of participating shops without the knowledge of customers. This allowed consumers to browse without bias, while cameras captured their reaction when they were told their new pet was free to adopt.
The sneaky marketing campaign is an excellent example of advertising for good, as it furthers the cause of abandoned animal adoption.
Covert Adoption Campaigns
Priceless Pets Unravels Bias and Advocates for Abandoned Animal Adoption
Trend Themes
1. Covert Animal Adoption - The trend of covertly displaying shelter animals in pet stores to encourage abandoned animal adoption presents an opportunity for innovative marketing strategies and collaborations between pet stores and animal shelters.
2. Changing Adoption Stigma - The trend of challenging the stigma around adopting previously-owned animals creates opportunities for organizations to promote the benefits of adopting abandoned pets and educate the public about responsible pet ownership.
3. Advertising for Good - The trend of using advertising campaigns to promote social causes, such as abandoned animal adoption, provides opportunities for businesses and non-governmental organizations to align their brand with a positive message and engage customers in meaningful ways.
Industry Implications
1. Pet Care Industry - The pet care industry can explore innovative collaborations with animal shelters and adoption agencies to capitalize on the trend of covert animal adoption, offering unique products and services to new pet owners.
2. Retail Industry - The retail industry can seize the opportunity presented by the trend of changing adoption stigma by developing marketing strategies that highlight the benefits of adopting previously-owned animals and creating a positive shopping experience for potential pet owners.
3. Advertising Industry - The advertising industry can leverage the trend of advertising for good by partnering with organizations like Priceless Pets to create impactful campaigns that not only promote products or services but also advocate for social causes, increasing brand loyalty and consumer engagement.