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Meet Charlie: Puppy Love, Animal Rights & Broadcast Fiction

GAIA, a Belgian non-profit animal rights organisation, wanted to increase awareness of the terrible consequences of puppy mills.

Often, too violent and shocking images turn people numb – something we want to avoid at all costs. But what if we turn fiction into reality and create a cross-media campaign that leads to more than just awareness?


  • Find out how native advertising helped to reverse the perception of the non-profit organisation being of non-essential consequence and garnered it full support
  • How each medium within a cross-media campaign enhances the others to obtain the ultimate goal of a campaign
  • How emotion can trigger action
  • Who doesn’t love puppies?