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
Life can suck. A pet can help.
A campaign working with, and for, Gen Z. The first campaign for Pets Add Life (PAL) going beyond their boomer audience.
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.
Immediate reactions from teens and young adults after watching PAL's first campaign for Gen Z.
Life can suck. A pet can help.
