The best of non-profit advertising and marketing for social causes

Elisabetta Canalis plays a dog in a hot car for PETA

Elisabetta Canalis plays a dog in a hot car for PETA

Elisabetta Canalis plays a dog in a hot car for PETA

It’s a typical strategy for PETA: Increase empathy for animal suffering by putting beautiful young women in their place:

In this case, however, it’s an issue that most mainstream viewers can emotionally support. In our hyper-connected media environment, it seems that every day (in hot seasons) brings a new outrage story about dogs dying in, or rescued from, closed hot cars.

What makes this issue different is that it’s not nearly as hard to imagine humans in the place of dogs, suffering and dying because of the same ignorant (and criminal) neglect. According to the Department of Geosciences at SFU, since their data collection began in 1998 there have been 624 child heatstroke fatalities due to closed cars in the U.S. alone!

Considering the terms “pet parents” and “fur babies” are common now among animal lovers, perhaps a helpless baby would have been a better — and sadly, more accurate — comparison.

But what would be “sexy” about that?

Advertiser:
PETA

I am Creative Director at Acart Communications, a Canadian Social Issues Marketing agency.
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