The cost-of-living crisis has hit animal rescue organisations in Victoria hard. Adoptions are down 35%, while surrenders are up 23% as owners struggle to keep their pets. At the same time, donations have dropped 43%, leaving rescue groups with fewer volunteers and resources just as animal intake reaches capacity.


The campaign takes an educational approach by helping the public understand the scale of the crisis and reframing adoption as something anyone can act on. It spans through OOH, social, and print touchpoints, unified under a refreshed brand identity.

Deliverables:
3 x logo variations
1 x informational brochure
1 x A3 poster
1 x billboard
1 x instagram social tiles
1 x landing page