People and dogs swap places in activation campaign via Innocean China to stop cruelty
Every year, the Yulin dog meat festival puts the little known southern Chinese town of Yulin into the headlines. It’s one of the biggest public clashes between dog eaters and animal rights activists. At the festival, local residents butcher tens of thousands of dogs on the streets, and then eat the meat alongside lychee, believing the practice keeps illness at bay. On the contrary there’s concern that many of the slaughtered dogs are strays and that their meat could contain viruses or poisons that could threaten human health if ingested.
Winter is high season for dog meat consumption in China. In Shanghai, “CSAPA China Small Animal Protection Association” and Innocean Shanghai want to remind people to stop the cruelty of eating dog meat.
Instead of going head on with protests and public clashes like those in Yulin, CSAPA’s strategy was an activation campaign in Shanghai to provoke and pull the heartstrings of those who care for the animals “What would happen if people and dog switched roles”?
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Behold the return of the emotional music filled but empty concept case study video to con the judges. China has been good at that for many years now.