Scholz & Friends Zurich and Vier Pfoten raise awareness of conscious pet ownership
With their new campaign, «Ready for a Pet? Make a Responsible Decision,» Scholz & Friends Zurich and Vier Pfoten are raising awareness in Switzerland about the importance of making a conscious decision when getting a pet. Through emotionally compelling visuals, pets are portrayed as lifelong companions with needs of their own, contrasting idealized images with the often-underestimated realities of everyday life.
Scholz & Friends Zurich and Vier Pfoten are launching a campaign to raise awareness in Switzerland for the conscious acquisition of a pet. Under the motto "Ready for a pet? Decide responsibly", the campaign makes it clear: whether adopting or buying - it is always a decision for life.
The campaign uses emotional subjects to show pets as lifelong companions with their own needs. Common images of pets are contrasted with the often underestimated aspects of everyday life - such as getting up early, bad weather, tiredness after work or unexpected veterinary costs. The central question "Ready for a pet?" makes it clear that a realistic view of responsibility and everyday life is always part of the purchase.
Self-test as a central campaign element
A self-test on the website of Vier Pfoten in Switzerland offers support in the decision-making process as a central campaign element. Anyone who realizes that they are currently unable to meet their long-term commitment should ideally refrain from acquiring an animal.
The aim is to reduce ill-considered purchases, strengthen the respectful treatment of animals in the long term and thus also reduce the number of animals in animal shelters in the long term.
The campaign is aimed at all people in Switzerland who want to get a pet, especially first-time owners. It is present in German-speaking and French-speaking Switzerland in digital out-of-home formats, online advertising media, on social media and via the Vier Pfoten website.
Responsible at Vier Pfoten in Switzerland: Katrin Streb, Head of Communications Switzerland; Yasmine Wenk, Campaign Coordinator Pets; Nadine Treml, Marketing Manager; Ilana Bollag, Campaigner. Responsible at Scholz & Friends Zurich: Joana Faria, Zara Velchev, Barbara Hartmann, Winfried Schneider, David Fischer (creation), Monja Mangieri (production), Victoria Kirsch, Elena Mokulys (consulting & strategy), Mathias Rösch (overall responsibility).
