M.i. Media is proud to launch Battersea’s latest campaign for tougher sentences for serious animal cruelty
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M.i. Media are running a targeted social media and digital display campaign to raise public support for a change in animal cruelty legislation by the end of 2017. The social activity is targeting receptive audiences to this important message, which has been based on profiling of some of Battersea’s core audiences, as well as key audiences – followers of influential Twitter handles, keyword targeting around animal welfare, and relevant interest groups. The digital display activity was initially built around look-a-likes of the main Battersea site, but as learnings and data built across the campaign microsite, the campaign switched to targeting look-a-likes of those actually taking action and emailing their M.P., thereby increasing conversion.
The maximum sentence for even the most extreme cases of animal cruelty in England and Wales is just six months in prison – the lowest across Europe, the United States and Australia. Battersea are petitioning to see this raised to five years. Chief Executive, Claire Horton from Battersea Dogs & Cats Home addressed the issue recently at Westminster:
“We looked at 100 different jurisdictions across the world and England and Wales’ maximum six-month sentence is the lowest, lagging far behind countries like Ireland at five years and Germany at three years. It would be laughable if it weren’t so shocking.”
Battersea are hoping to generate at least 25,000 campaign emails sent to M.P.’s over the period and will be following it up with further activity in coming months.