SPCA and dentsu Creative join forces to promote pet adoption with new campaign

The Society for the Prevention of Cruelty to Animals (Hong Kong) (SPCA) has collaborated with dentsu Creative to unveil a “A Dog Is A Dog, A Cat Is A Cat” advertising campaign. This campaign aims to raise awareness of pets' inherent lovability, irrespective of their breeds – pure or mixed – and encourages everyone to adopt and not shop for new pets. 

This comes as SPCA realises the rise of pet ownership in Hong Kong, with many following popular trends for specific breeds and opting to buy due to high demand. Consequently, mixed domestic breeds are often overlooked for adoption. As an example, mongrels, also known as mutts, are stereotyped in the city as guard dogs or strays, rather than recognised as affectionate and loyal companions or members of the family. 

In a conversation with MARKETING-INTERACTIVE, Jane Yip, head of corporate communications of the SPCA, said the campaign features the adorable faces of cats and dogs of various breeds, including mongrels, prominently to capture the audience's attention and, at the same time, deliver a powerful message that emphasises the similarity between the animals - that they are all equally loveable. 

As a pro bono campaign developed by a team of animal lovers at dentsu, "A Dog Is A Dog, A Cat Is A Cat" celebrates the qualities of mongrels and mixed-breed animals and emphasises that breeds do not define an animal's capability to love and be loved.  

To spread the word, the campaign employs a multi-channel approach utilising outdoor spaces, digital platforms, social media, and print media. "We opted for outdoor locations throughout Hong Kong for initial exposure to take advantage of the city's resurging vibrancy post-pandemic and reach a wider audience for educational purposes. We then reinforced the message by presenting different versions of visuals and stories, primarily on digital channels that allow more precise targeting of animal lovers, who are more likely to consider adopting a pet," Yip added.

The campaign also adopts captivating visuals and relatable stories that draw comparisons between mixed breeds and pedigrees, and highlights the potential of the former as the most devoted and cherished companions, just like their purebred counterparts. 

The campaign was launched in January 2024 featuring print, outdoor, and digital advertisements, including out-of-home ads at Citywalk, Sino Plaza and Tsim Sha Tsui Star Ferry pier. 

Fiona Cumming, executive director of the SPCA, said, “The adoption rate in Hong Kong is currently at an all-time low, and shelters are struggling with capacity issues. There are over 400 animals seeking homes across our adoption centres and the majority of them being mongrels.” 

“We are immensely grateful for the support of dentsu in our latest campaign, which aims to inspire potential pet owners to consider these equally lovable animals when welcoming a member into their families. We hope people will always support the 'Adopt, Don't Shop' initiative when selecting a pet,” Cumming added.  

Meanwhile, Ken Lo, creative director of dentsu Creative, said: “In Hong Kong, pet ownership is often about the image rather than companionship. A purebred trophy to show off rather than a best friend to grow old with.” 

“With ‘A Dog Is A Dog, A Cat Is A Cat’, we want potential pet owners to get away from ‘love at first sight’ and instead choose pets that are completely unique in their own way, and just as loveable. As a team of pet lovers, we’re rooting for the ‘underdog’ mongrels who are still looking for their forever homes,” Lo added. 

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