We created a cross-channel campaign unlike anything the Ontario SPCA had ever run before. By shifting focus away from the pets and onto owners, we invalidated common excuses and used them as a means to educate and create dialogue about the issue.
We generated significant social media engagement and created a “No Hot Pets Pledge” where pet owners could sign up to not having an excuse to leave a pet in a car during the hot summer. The result was a spike in pledges on the No Hot Pets website. But the best result of all was the unknown number of animals we saved from unnecessary suffering.