By Kevin McCauley
The World Society for the Protection of Animals is looking for a firm to handle a $200K public outreach campaign slated this fall to encourage American and Canadian consumers to purchase “cage-free” eggs.
It believes people are unaware of the plight of the more than 370M hens that are packed into tiny cages in which they can neither turn around or stretch their wings causing stress and physical injuries.
“Caged-egg production is one of the cruelest practices in farming,” says the RFP from WSPA, which has run a “choose cage-free” effort in Canada.
The organization is looking for a “visually-appealing” campaign that is “emotive in nature.” The effort should be “unique and engaging” and one that sets WSPA from other animal welfare organizations such as Humane Society International and Farm Sanctuary.
A successful campaign will by Dec. 31 increase traffic to WSPA websites by 20 percent and social media followership by 10 percent, earn than 300 media clippings (20 percent from “top-tier” publications), garner at least 100,000 consumer action petition signatures and support fundraising efforts.
Beth Sharpe, communications director of WSPA, is the contact person at 416-369-0044 ex. 111 and sharpe [at] wspa [dot] ca.
The deadline for submissions is July 23. Decision date is Aug. 6. The campaign will launch the week of Oct. 15. |