Every July 1st in Québec, thousands of residents pack up and move out of their apartments. It’s called moving day, and it can make a city like Montreal chaotic. Even worse is the fact that every year, more than 1,600 pets are left behind by their moving owners.
This year a Canadian home improvement store, Home Hardware, decided to do something about it. They partnered with the Society for the Prevention of Cruelty to Animals (SPCA) to produce these unique moving boxes in the shapes of common household pets. The light-hearted initiative is designed to bring awareness to this serious issue and raise money for the SPCA to help with the boost in abandoned pets.
Real animal boxes will collect donations near checkout in participating Home Hardware locations in the Montreal area in the weeks leading up to moving day.
“Each year, pet abandonments almost triple around July in Montréal, so an initiative like Home Hardware’s will help to raise awareness to this issue,” says Élise Desaulniers, general manager of the Montreal SPCA.
“We’re hoping that this small activation will help keep this issue top of mind for Quebecers moving this year.” says Mario Durocher, Director of Quebec Retail Operations at Home Hardware.
About the Campaign
The Campaign was devised by john st which is a creative collaborative that uses digital, social, advertising, technology, PR and design to make brands unignorable.