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

This Provocative Prevention Campaign is about Animal Cruelty and Domestic Violence

This Provocative Prevention Campaign is about Animal Cruelty and Domestic Violence

Spot Abuse

It is a known fact that domestic violence is often preceded by violence against animals. Research by the USA Association of Prosecuting Attorneys shows that 76% of animal abusers also abuse a member of their family.
With that agency Serve Marketing made ​the campaign Spot Abuse Project.

The campaign is a regional pilot project intended to reduce the growing percentage of domestic violence incidents in Milwaukee. The call is encourage residents to dial 911 when they suspect animal abuse.
The premise is that if more people can be convinced to dial 911 when they suspect animal abuse (an act generally considered to be easier than reporting domestic abuse), the police will then have the opportunity to uncover a higher number of domestic violence cases.

The effort, although lauded by local and national animal and domestic abuse organizations as well as law enforcement officials, is not without some controversy. The outdoor campaign, originally slated to run on over 30 bus shelters locally, was rejected by the Milwaukee County Transit System for being considered “too vulgar” for its audience. The ads are currently running on billboards around Milwaukee.

Heidi Sterricker from Serve Marketing: “We’re not going to change people’s behaviors by showing warm and fuzzy pet pictures. Considering the images that are shown on magazine covers on newsstands and on the news every night and what’s at stake here, I think people can handle seeing a picture of a dog with a bandage and a little blood on it if it saves a few lives.”

The campaign contains television, billboards, radio, web, Facebook and Twitter.
Click images to enlarge.

Spot Abuse

Spot Abuse

Spot Abuse

The Australian animal rights association RSPCA did a similar campaign in 2008. Also about the relationship between domestic violence and cruelty to animals.
See the campaign here.

RSPCA spot abuse

Agency:
Serve Marketing
Additional credits:
Outdoor
Creative Director: Gary Mueller
AD: Scott Krahn
Writer: Gary Mueller
Photographer: Nick Collura (Collura Creative) Retoucher: Anthony Giacomino
Producer: Darlene Stimac

TV
Creative Director: Gary Mueller
AD: Scott Krahn
Writer: Gary Mueller
Director: Robb Fischer
Producer: Darlene Stimac
Editor: John Elmendorf (Wonder Wonder) Audio: Alex Smolinski, (Wonder Wonder Sound)

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