Adopt Don’t Shop
Helping Paws in Need
Helping the Humane Society promote the adoption of pets.
Insight
During this period of lockdown, the amount of pet adoptions has greatly increased.
People don’t want to wait to adopt and end up shopping online for pets. The puppy mills that supply pet stores and online sellers have seen the pandemic as an unprecedented opportunity.
Why Adopt Don’t Shop?
Puppy mills have been legally defined as “dog breeding operation[s] in which the health of the dogs is disregarded in order to maintain a low overhead and maximize profits.”
90% of pet store puppies are born in mills.
70% of mills are illegal and completely unregulated.
Over 4 million puppies are born in mills each year.
Just over 2 million of them make it to pet stores.
Puppy mills often take advantage of the anonymity of e-Commerce to sell their pups online.
People who end up with puppy mill dogs are usually looking for a specific breed.
Promote the adoption of pets
The Campaign
Face of the project:
Billie Eilish
During the quarantine Billie has become dedicated to helping dogs, fostering two puppies and eventually adopted them.
On her Instagram story, she encouraged fans to foster dogs during their time at home.
Bille will kick off our campaign and promote #adoptdontshop
Tracksuit Merch
Unisex tracksuit - sweatshirt and sweatpants designed by Billie
Sweatshirt: “adopt don’t shop” line drawing
Sweatpants: “adopt don’t shop” line drawing
Special Billie Eilish Edition
Viral Video: Billies’ On The Street
Billie Eilish will join Billy Eichner on the street to promote adopt don’t shop
Open up to Billy and Billie explaining to the audience they will be doing the “for a dollar” bit with strangers, trying to promote adopting pets rather than buying a pet.
They run up to people with pets asking if they adopted or shopped.
Those who respond with buying a pet don’t get the dollar and get yelled at by Billy.
Those who respond with adopting a pet get the dollar, a hug from Billie, and merch.
Promo Video
Redo the video for “My Future” to have anime dogs with her
Tagline: I will adopt a dog in my future
