NexGen Young Creatives Challenge 2015 - Bronze

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SPCA SINGAPORE INTEGRATED CAMPAIGN

Challenge:

Animal abuse cases have been on the rise in Singapore. Many of these cases remain unsolved due to the lack of evidence and witnesses willing to testify against perpetrators.

Insight:

Animal abusers are dangerous to everyone, not just animals. The violence that they show towards animals can easily be directed towards other people and that makes them more prone to commit violent crimes, from assault and murder to domestic abuse.

Idea:

We show that if animal abusers aren’t stopped, animals won’t be their only victims.

Campaign:

The Save Animals Save People integrated campaign brings to life how people who abuse animals can do the same to humans through a variety of scenarios on both traditional and interactive digital platforms. Which induces the need to help end animal abuse in everyone, even non-animal lovers.

DIGITAL

INTERACTIVE YOUTUBE PRE-ROLLS

The YouTube pre-rolls are the main pillar of our campaign as they combine storytelling with interactivity. The former generates the greatest emotional impact and empathy by placing the viewer in the victims’ place (hence the camera’s first person point of view) while the latter drives home the need for the viewer to take an active stand against animal abuse by reporting cases.

Using two consecutive YouTube pre-rolls, the viewer witnesses how animal abuse can become human abuse when one does not take a stand – in this case, if one clicks the ‘Skip Ad’ button.

Scenario 1

First YouTube pre-roll
The viewer experiences animal abuse from the point of view of the animal.

Second YouTube pre-roll
If the viewer clicks the ‘Skip Ad’ button, the video switches to the point of view of the next victim by the same abuser, in the same space.

DIGITAL BANNER

The digital banners show the viewer that being indifferent or passive towards animal cruelty allows the abuser’s aggression to expand, harming people as a result.

Each banner textually describes an incident of animal abuse. If the viewer doesn’t click on the banner within a number of seconds, the incident of abuse remains the same but the victim changes from an animal to a human and the call to action changes. The banner will then alternate between the two victims of the incident.

Clicking on the banner leads the viewer to the Inspectorate > How You Can Help page on the SPCA website.