HUMANE WORLD FOR ANIMALS

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OPPORTUNITY

Animal cruelty is a huge problem. But asking people to completely change how they live can feel just as huge.

Humane World for Animals wanted to reach a new generation by making animal advocacy feel more accessible, relevant and culturally cool.

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IDEA

You don't have to be good to do good.

We teamed up with longtime vegan and legendary bad-boy drummer Travis Barker to show that helping animals doesn't require being perfect, playing nice or changing who you are.

In a campaign built around The End of Animal Cruelty. For Good., Travis brings his unmistakable attitude to doing good, from rocking faux fur and adding to his tattoos to eating beans and getting behind the drums.

Because making a difference doesn’t have to mean doing everything. It just means doing something.

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CAMPAIGN

A social-first campaign needed a social-first launch.

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So rather than a traditional event or media interview, we put Travis where he naturally drives conversation and created moments people would actually want to watch, share and talk about. to add this at end We included a partnership with NowThis platforms

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ARE YOU OKAY? 

We tapped one of social’s most recognizable interview franchises to get beyond the campaign and into what Travis actually believes. In a special episode, he talks about his longtime commitment to animals, why doing good is cool, and why he partnered with Humane World for Animals.

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JUDGY 

Then we let Travis do what a bad boy does best: judge. In a custom episode of Judgy, Travis weighs in on everyday behaviors, choices and cultural debates, using his signature attitude to make animal-friendly choices entertaining, unexpected and shareable.

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IMPACT

This campaign brought in over 1.6 billion press impressions, 24 press hits, and 4.1 million social views in the first three weeks. NowThis Are You Okay? and Judgy exceeded KPI of 5 million impressions by 13%, delivering 5.63 million impressions. It also drove a record-breaking 25,000 subscribers to Humane World for Animals socials – the most new follows they have ever received in a single day.

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Humane World for Animals x Travis Barker "For Good" PSA

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