For decades, the ASPCA has advocated for better breeding practices and pet adoption with campaigns focused on educating the public on where pet store dogs come from.

The Barred from Love campaign was specifically designed to mobilize Millennials, recognizing them as the generation that can end puppy mills. Their role is not just important, but integral to the cause. The campaign aimed to reach them with a new narrative that's relevant, inspiring and actionable, because when the right thing to do becomes the cool thing to do, everyone wins.

To bring this campaign to life, we developed an iconic online experience with easy-to-understand content and resources. We collaborated with nine-time Grammy-nominated artist and dog lover Sia to create a campaign video that shares the "Barred from Love" story and invites anyone who's ever felt love for a dog to take action against cruel breeding practices and help ensure no dogs are barred from love.

Within six months, the campaign had made a significant impact, receiving 10.5 million social media impressions and 1.5 million target social actions. The campaign's success was further recognized when it was honored as a winner during the 3rd annual Shorty Awards.