Project Dates:January 2014 - December 2016
With the assistance of Maddie's Fund®, The Humane Society of the United States has created an online campaign to raise awareness of inhumane conditions in puppy mills and encourage consumer change.
In their research for this campaign, HSUS learned that even those aware of puppy mills did not know of the abuse and neglect that occur in them. They also discovered most consumers do not associate puppy mills with puppies available in pet stores and over the Internet. As a result, the online campaign, featuring messages likeSame Day PupsandDon't Buy into Puppy Mills, was designed to raise awareness of inhumane conditions in puppy mills and encourage consumer change.
The campaign focuses on reaching consumers at the critical moment when they are considering buying a new dog, to communicate with them about puppy mills and adoption. Based on the numbers, it seems to be doing just that. Since its launch in April 2015:
- The campaign has intercepted 97,051 shoppers searching for a puppy online.
- 'Same Day Pups' has received 166K unique visitors with a bounce rate of 4.04%
- 'Don't Buy into Puppy Mills' received 238K unique visitors, 27% of which were from the hoax site.
- The video has been viewed 5.9MM times.