The RSPCA is inviting members of the UK public to improve their animal welfare footprint with a digital advertising campaign. Two banners designed by illustrator Miles Cole invite viewers to spot the animal welfare problem before heading to www.animalwelfarefootprint.com.
The ads are appearing on websites such as The Guardian, Channel 4, National Geographic and the Discovery Channel/Animal Planet.
The campaign concept was developed at Lunar, with the banner ads developed at Lateral. PR company immediate future is promoting the campaign online through blogs and social media, and through the distribution of digital assets such as viral videos and infographics.