Humane Society of New Zealand

The number of unwanted cats and dogs in the lower-income areas of South Auckland were steadily growing and the Humane Society asked us to help them do something about it. Problem was, they didn’t have the budget for a high profile ad campaign, and the lower-socio audience they were targeting didn’t really think there was an over-population problem.

As a solution, we came up with a series of low-cost, mono street posters urging people to spay or neuter their pets. Creatively, a softly, softly approach simply wouldn’t work for this audience, so naturally we couldn’t resist pushing the envelope a bit. Just right for the urban/street attitude of South Auckland.