SPCA Singapore uses OOH social experiment in pet neglect campaign

The Society for the Prevention of Cruelty to Animals (SPCA) Singapore recently unveiled a new campaign titled "Neglect Hides in Plain Sight" to address the alarming 174% rise in animal neglect cases in Singapore since the pandemic, with cats, rabbits, and small pets such as hamsters being among the most affected.

Developed in collaboration with Leo Burnett Singapore, the work is designed to raise public awareness of animal neglect and encourage the community to take action and give these pets the attention they deserve.

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Before pet neglect becomes life-threatening, it can be subtle and easily overlooked. That’s why the campaign was launched with a social experiment which showcases the gradual neglect of a pet cat over the course of one week.

This live large format digital display portrayal challenged
passersby (at Yishun bus interchange - Northpoint entrance) to confront the signs of deterioration and question their own awareness of animal welfare.

The activation video features a cat in a billboard in a high traffic area with almost nobody noticing the animal, its condition begins to deteriorate as it goes neglected. This proves the statement stated at the beginning of the video that despite media coverage, people are not paying attention. 

The activation video was posted on social media and is igniting conversations islandwide about the responsibilities of owning a pet, already inspiring pet owners to take better care of their animals.

“Our mission is to prevent animal cruelty, and that begins with education and raising awareness. Often, people underestimate the impact of neglect, not realising it can be just as harmful as overt abuse,” said Aarthi Sankar, executive director of SPCA Singapore. 

"Neglect is often invisible until it's too late. With this campaign, we wanted to hold up a mirror to society, challenging people to recognise the signs of neglect in their own lives and take action,” added Sharim Gubbels, executive creative director at Leo Burnett.

“There was a buying spree of pets during the pandemic, however in the last 18 months, a ‘return to office’ coupled with the rising costs of pet supplies has caused almost a two-fold increase in the number of pet neglect cases in Singapore. By creating a living portrait of neglect, we hope this campaign will provoke thought and, ultimately, change people’s behaviour," Gubbels added.

This effort is further supported by compelling key visuals (cat, rabbit, and hamster), developed in partnership with studio Illusion CGI Studio, running across different out-of-home and digital channels, emphasising how neglect can manifest and escalate if left unchecked, until the end of October.

“This campaign is a call to action, and we hope it urges people to reflect on how they can make a difference, starting with the pets in their own homes. By engaging the public in this way, we hope to inspire a more compassionate and responsible approach to pet ownership," said Sankar.

Across the region, the Society for the Prevention of Cruelty to Animals (Hong Kong) (SPCA) and the Kowloon Motor Bus Company (KMB) recently teamed up to offer a one-day pet-friendly bus service in August.

This comes along with SPCA's upcoming carnival named Summer Wellness Day (寵物夏季健康慶典) at SPCA Tsing Yi Centre on that day. An exclusive route will be launched operating from Tsuen Wan West to Maritime Square II with a final stop at the SPCA Tsing Yi Centre.

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