Yolk Launches PawfectPets, Raises Awareness About Puppy Mills Cruelty

Grey Singapore seems to be riding a wave of corporate social responsibility (CSR) initiatives, with part of the team launching the Lend an Eye app for the visually impaired which we wrote about earlier. Now, the digital and social media agency Yolk Singapore (a Grey Group company) has launched PawfectPets.sg, which is an interactive website that aims to increase awareness of cruelty at puppy mills in Singapore. This is in collaboration with local animal welfare groups that hope the public will gradually switch to adopting animals from shelters instead of purchasing them.

Singaporeans browsing the web will soon see advertisements that will lead them to PawfectPets.sg (screenshot above). It then brings visitors through a video illustrating the inhumane practices and unimaginable living conditions at puppy mills. For those who are unaware, puppy mills are large breeding facilities where dogs live in dire conditions (pictured right). They are often not given the necessary food, water, or veterinary care and forced to reproduce time and time again. It hopes to highlight that the cute little puppy we fancy at the window of the pet store comes from these puppy mills.

Jun Jek Low, creative director at Yolk tells us that it aims to primarily target potential and existing dog owners so as to reduce retail demand, and also hopes to raise awareness among the general public. He elaborates:

The goal of the campaign is to educate the public that buying a puppy from the pet store is indirectly fuelling the growth of a cruel industry which allows for animal abuse. There is still a good majority of the public who are unaware of the existence of puppy mills. [Through PawfectPets.sg], we would like to create awareness that adopting a pet is the better alternative. We integrated an adoption page on our site that will lead visitors to our partners’ pages, allowing them to contact them should they wish to adopt a pet.

Some of the partners in this initiative include Animal Lovers League, Save Our Street Dogs, and the Society for Prevention of Cruelty to Animals Singapore (SPCA). The campaign was launched on April 26 and will run for two months.

I’ve personally had mongrel dogs for a long time, and have adopted them from animal shelters as well. To be honest, they can be as adorable as pure-breed dogs and make really good companions. I’ve made a pinky paw promise on the site (see screenshot above) and shared on my social media channels – perhaps you could do your part by spreading the word too!