PSA Video: Changing Perceptions of Meat Trade

Four Paws is the global animal welfare organization and the voice for animals under direct human influence, which reveals suffering, and rescues animals in need. In their ideal world, humans treat animals with respect, empathy, and understanding.




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The Challenge

In Southeast Asia, families are being torn apart by the dog and cat meat trade as their pets are stolen to be used as food. Four Paws is working to end this horrific practice. But historically, it has been challenging to tell an approachable story of Four Paws work, one that doesn’t immediately drive viewers away with the uncomfortable, graphic, subject matter. They needed a way to break down barriers, making their work more accessible to their audience in the United States.

The Strategy

Media Cause helped Four Paws address the meat trade issue in Southeast Asia, by telling a clear and compelling story that didn’t immediately drive viewers away with the violent subject matter. Through a series of animated PSA videos, we made their mission approachable and accessible and then translated the videos from English into Khmer and Vietnamese to target native speakers living in the United States.

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