In the hustle and bustle of preparing for a family vacation, the excitement is palpable. The mother meticulously packs suitcases, the father efficiently loads them into the car, and the son eagerly gathers his favorite toys. The family dog, sensing the anticipation, follows each action with enthusiasm, ready for the upcoming adventure. As they all get into the car, the mother checks if they’ve forgotten anything. The father, glancing at the rearview mirror, assures that nothing has been left behind. Accelerating on the journey, they are oblivious to the saddened son looking through the rear windshield, witnessing their loyal dog left behind—another heart-wrenching tale of abandoned pets.
This poignant narrative, although seemingly absurd, reflects a harsh reality in Brazil. Every year, the number of abandoned animals surges, especially during national holidays when families cite the lack of suitable places to leave their pets. Shockingly, the World Health Organization reported a staggering 30 million abandoned animals in Brazil in 2022 alone. In response to this pressing issue, Bill 5,481/2020 was proposed, introducing the “Green December” campaign dedicated to raising awareness against animal abandonment.
Despite legislative efforts, campaigns advocating for the welfare of animals still struggle to secure sufficient attention and investment. Recognizing the urgency of the matter, the Nova Lima City Hall initiated the “Love Doesn’t Take Vacations” campaign in collaboration with ad agency ORO Comunicação. The campaign transformed the aforementioned scenario into a powerful video designed for social media platforms, aiming to raise awareness and encourage the reporting of abandonment cases, with a particular focus on reducing the alarming numbers in Nova Lima.
In less than 10 days, the campaign proved its effectiveness, garnering over 1 million impressions and 300 shares. The message reached a remarkable 90% of the city’s population, underscoring the success of the initiative in capturing the attention of the community.
The “Love Doesn’t Take Vacations” campaign serves as a poignant reminder that the joyous moments of a family vacation should not come at the expense of a loyal companion. By leveraging digital, film, and print media assets, the campaign not only sheds light on the heartbreaking consequences of pet abandonment but also actively engages the community in addressing this critical issue.
Published in Brazil in December 2023, the campaign by Prefeitura de Nova Lima stands as a testament to the power of advocacy in raising awareness, fostering compassion, and inspiring positive action within communities. Through initiatives like these, we can hope for a future where every pet is valued, protected, and loved, regardless of the season or occasion