Pets Add Life: PAL

Gen Z views themselves as the loneliest generation.
68% feel stressed around the news and the world’s future and less than 50% believe they have “good” mental health.

PROBLEM:
How do we reach teens and young adults when they are hyper aware of brands pandering to them?
How do we encourage homes getting a pet when adults don’t understand kids’ needs?
AND how do we bridge the gap between Gen Z and their parents about how young people feel in today’s world?

SOLUTION:
We brought forward the deepest worries of teens and young adults - acknowledging them head-on and offered some reprieve - a pet.
Our campaign video became an immediate tool for young people with the adults in their life.

PetsAddLife.org

Director - Richelle Chen, Adolescent Content
Editor - David Adreini
Colour - Sam Gilling

Our campaign became an overwhelmingly positive social hub for comments, discussions and shares
across PAL’s channels creating the brand’s first Gen Z campaign, going beyond their typical boomer audience.

To have young people share a part of themselves proved their heartfelt, genuine love & care for this campaign.

Life can suck. A pet can help.

The campaign drove to PAL’s website with more Gen-Z POVs
welcoming anyone to search for a pet of their own with PAL’s pet finder
PetsAddLife.org

This campaign became a tool for Gen Z to start a conversation with their parent or adult,
bridging the gap between two generations.