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OUR MISSION

  • Identify, engage and recruit people across 8 territories to join World Animal Protection in moving the world to protect animals.
  • Create visibility and ownership of the new, World Animal Protection identity amongst existing and new supporters.
  • Show people the truth exactly what animals endure for human entertainment.

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LIGHT BULB MOMENT

The need to ‘shock’ people into understanding animals plights would be at its most powerful when they are not expecting to see it. So capturing them whilst they were researching the very types of activity WAP is seeking to stop would be key

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BATTLE PLAN

Hijack the sites people use to research animal based holidays. Seed out the hard-hitting video across key environments where people would be looking for inspiration around travelling. Targeting attitudes to ensure we harness the users most likely to relate and understand World Animal Protection’s mission.

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AMAZING RESULTS

  • 1.2m video views
  • Video reached no.17 in the Global Video ad chart
  • CTR’s as high at 5.98%
  • Completion rates reaching ca
World Animal Protection campaign photo

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