Unfortunately, many pets are abandoned every day by families who do not want them anymore. The animals are then found for the less fortunate wandering. The lucky ones cross the path of a shelter that takes care of them to try to find a new, more loving family. At a time when many people want to have a new pet, how to encourage them to adopt rather than buy?
In India, World For All partnered with McCANN Worldgroup to create a surprising and creative print campaign. This one plays with the negative space to sensitize the adoption of animals. If we look back at the different family photos, we can see a dog, a cat or even a rabbit who are illustrated in the negative space. A subtle campaign for a cause that deserves a little more attention.