Challenge

We needed to show pet lovers that some sellers were deceiving honest people and harming animals for profit, usually hiding behind untrue online personas.

Insight

People were familiar with the idea of researching the ideal pet, but not the seller. Telling pet lovers that pets are being mistreated by unscrupulous sellers can push them into a ‘rescue mentality’, meaning they purchase the animal to ‘save’ it and end up perpetuating the trade.

Solution

We created the #Petfished campaign platform. It takes its name from the term ‘catfishing’, the practice of pretending to be somebody else on social media.

We sent investigative journalist Leah Green and a documentary film crew to expose this online trickery and help people spot the red flags. We also worked with the Chief Veterinary Officer & animal welfare charities, in particular targeting the popular Christmas period for buying pets.