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Case
EUCPN: Exotic pets
Launching an awareness campaign that really gets results? That's not simple. Because how do you attract the attention of your target audience long enough to share your message? And how do you make that message stick? We don't have a secret formula, but we do have a powerful weapon: storytelling. Because nothing is as powerful as a good story.
The customer
The European Crime Prevention Network or EUCPN is an initiative of the European Union to join forces on crime prevention. By connecting authorities at the local, national and European levels, the EUCPN ensures that knowledge and best practices in crime prevention are exchanged between EU member states.
The challenge
Buying an exotic pet is surprisingly easy. A quick scroll on your socials and you soon find an offer. Whether that transaction is legal is something most buyers don't really think about. And yet such an illegal purchase can have many serious consequences.
Exactly what those consequences look like varies. And the profile of our viewer also varies, as buyers choose an exotic pet for a variety of reasons. Still, the message should be clear to everyone: an illegal purchase of an exotic pet only brings trouble.
Our solution
To make a lot of impact in a short period of time, we looked for a strong creative concept to hang our story on. And we found our inspiration in the brief. How absurd is it really that you can just as easily buy a new seat or a living creature on social media?
We focus on the core of the story: the possible consequences of the illegal sale of exotic pets. For more info on the legislation around this and concrete tips on how to recognize such an illegal sale, we refer to landing pages tailored to each state.
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