Department for Environment, Food and Rural Affairs: Petfished

The Department for Environment, Food and Rural Affairs, a government department, encouraged prospective pet buyers to research the seller and be aware of animal mistreatment with its Petfished campaign.

The challenge

We are a nation of pet-lovers. From furry felines to happy hounds, we can't get enough. But how do we know where the pet we are buying really comes from? Unscrupulous sellers use every trick in the book to dupe prospective pet buyers into unknowingly purchasing animals that may have been bred or kept in poor conditions.

In April 2020 the government introduced a ban on commercial third-party sales in England, known as Lucy's Law, to tackle the low-welfare, high volume supply of puppies and kittens.

We were tasked with setting up a public information campaign to encourage...

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