The aim of this long copy brief was to encourage pet owners to spay or neuter their pets to reduce the number of animals on the streets. The campaign is centred around two separate print adverts. I drew on the insight that many people haven't neutered their pets because they don't realise the negative widespread effect this might have on other animals. To reflect this, I humanised the issue by writing it as a cliché love story. 

Below is a manifesto I also wrote to communicate what the brand stands for and what their values are.