- The Scottish Government
Getting people who are obsessed with "cute" things to learn the warning signs of an illegally bred puppy.
The bold idea
We built an enticing pop-up pet shop. But the dog toys weren't for sale. Everything inside was designed to educate people on the warning signs.
We popped up in shopping centres during the lead up to Christmas, a time when many families consider buying puppies as gifts.
Each plush dog toy represented a warning sign to look out for, like the puppy's ribs showing or a seller advertising multiple breeds.
A crying puppy Instagram filter spread the word beyond the Pup-up Shop
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