The NSPCA together with their advertising agency got tongues wagging on Monday, 27 June 2016 by promoting a dog fight on a mobile trailer which was seen parked and driving along various popular traffic spots in Johannesburg.

The pre-reveal trailer brazenly advertised a tournament between Nitro and Thor, two aggressive looking pit bulls, and called for interested parties to book their spot by calling a mobile number or by completing the online form which was available on www.cajunrules.co.za

The campaign was carefully planned to issue the PR reveal at the peak of the outrage. We thought it might take up to three days for the outrage to reach its peak and planned to be rolled out over a three day period with the reveal taking place towards the afternoon of Wednesday, 29 June 2016.  Having monitored the interaction online, we decided to reveal sooner.  The awareness campaign was revealed that Monday afternoon with the messaging ‘Did this dog fight make you see red?  Stand up against dog fighting!’  The call to action was for the public to SMS ‘STOP’ to 38018 at a charge of R25 per SMS.