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#DontGetMilked: How FIAPO is championing animal welfare responsibility with its immersive nationwide ad campaign

05-January-2018
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#DontGetMilked: How FIAPO is championing animal welfare responsibility with its immersive nationwide ad campaign

Giving a voice to the voiceless, the Federation of Indian Animal Protection Organisations (FIAPO) has been running nationwide campaign #DontGetMilked to enlighten people regarding the lesser-known facts about the dairy industry where animals are often subjected to cruelty through untreated wounds, no vaccinations, artificial insemination and more. With intriguing outdoor ads, immersive consumer engagement initiatives and powerful digital content, the FIAPO is taking on a tragic yet important issue head-on. Swati Poddar, Campaign Lead, DontGetMilked-FIAPO spoke to exchange4media on the same.

Poddar says that the objective of the campaign is to help people make informed choices about the food they eat and the benefits of a compassionate, plant-based diet. “The whole campaign is about creating mass awareness to the Indian consumer through digital, outdoor and print as this is something that less than 1% people aware of this,” she says.

Challenge-accepted

One of biggest challenges a brand can face is with communicating a tragic issue and making sure it resonates well with the consumers. Poddar confessed that creating gripping ads on animal cruelty without using gory imagery and gloomy creatives was one of the key challenges. “We are the first organisation to do such a type of campaign and so we had to see how people receive it. But we went ahead with it and did it,” she said.

Reverse psychology, done right


The organisation has also been advertising in the Delhi Metro Rail Corporation to reach millions of daily metro travelers. With over seven active billboards in the Delhi Metro, FIAPO has reached out to over 1 Cr. people in 30 days. Poddar said that for their OOH, they essentially wanted to show cruelty towards animals but realized that it might not strike a chord with people. “ We learned that if we show a picture of a cow being artificially inseminated, people don’t want to look at that. So we used reverse psychology where we hooked them with a happy picture and then show facts about animal cruelty,” she explains.

The NGO also offers experiences of virtual reality to consumers with an aim to sensitise people towards the unseen cruelty to dairy cattle and is very active on the digital front with mini-campaigns and a number of engaging activities. “We are doing topical and relevant campaigns digitally. Something that evokes emotions and is relatable like motherhood works well on digital,” says Poddar when we quiz her about the kind of message that is working out for them online. She also reveals that to connect with people, they are also doing interactive Facebook Live chats with relevant people. 


Winning the visibility game

Poddar revealed that the organisation has produced the largest mural to raise awareness on animal cruelty and have effectively installed over 20 billboards/outdoor sites in Delhi and Gurgaon “Over 2 Cr Delhi-ites have been reached via this outdoor campaign and our mini-campaigns like #TheForgottenMothers and #EyeForAChange have reached approximately 8 lakh people. She proudly asserts that the digital reach of the campaign till date is a whopping 91,91,819 and their digital engagement ratio has increased from 8% to over 19%. “We plan to expand the outdoor campaign to other metro cities,” she concludes.

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He joined the company in 2016 as Head of India and South Asia at Discovery Network