Society for the Protection of Animals in the Netherlands

Strategy

In the Netherlands, the Society for the Protection of Animals (Dierenbescherming) is a leading campaigner for animal rights. The society not only includes members and donors, but also the national animal inspectorate (the animal police). In recent times smaller animal welfare groups such as Wakker Dier had been featuring prominently in the news. Spring developed a strategy in order to shift the focus back onto the Society for the Protection of Animals.

Campaign

In addition to a new corporate identity and the design for the magazine Dier (developed in alliance with the design agency Cascade), a series of eye-catching campaigns were developed with the focus on making the national news. Examples: “Bumper Christmas” discouraging excessive consumption of meat and game during the festive period; “How political is a prisoner” to campaign against battery hens; campaigns featuring commercials for improvements in animal transport and for the animal abuse hotline.