Petfished - Partnership Marketing

Description

In August 2018 Defra consulted on a proposal to introduce a ban on third party sales of puppies and kittens in England. This followed a high-profile campaign known as 'Lucy Law' which brought attention to the poor welfare conditions associated with pet shops and dealers and the so-called puppy farms that supply them. Lucy's Law came into force on 6 April 2020. It means anyone wanting to get a new puppy or kitten in England must now buy direct from a breeder or with one of the nation's reputable rehoming centres. Licensed dog breeders are required to show puppies interacting with their mothers in their place of birth. If a business sells puppies or kittens without a licence, they could receive an unlimited fine or be sent to prison for up to six months. On 2 March 2020, ahead of Lucy's Law coming into force, we launched a campaign called Petfished. The term 'Petfished' is a play on 'Catfishing', where a stranger creates a fictional online persona to lure someone in. The campaign raises awareness of unscrupulous sellers so that prospective pet-buyers can buy a cat or dog safely, from a trustworthy source. Urging people to question 'Who's the person behind the pet?' The campaign aims to: - Educate our audiences about the risks of buying from an unscrupulous seller - Disrupt the purchasing journey and encourage people to not only research the breed of dog they want but equally to research the seller - Challenge perceptions that low welfare breeders are easy to spot. Policy objective: To reduce the demand for puppies and kittens, cats and dogs sold by third parties and supplied by low-welfare and/or illegal breeders. Communications objectives: The campaign encourages the responsible sourcing of puppies/kittens/cats/dogs by getting buyers/adopters to research the seller before they visit Additional information: Please note that Defra procurement uses an E-tendering system for Procurement activities. This is currently provided by Bravo Solutions. To access appropriate tendering and contractual documents, please access the E-Tendering portal at https://defra.bravosolution.co.uk", ensuring that your registration includes "Defra". If you have any problems with this system, please contact Bravo on their telephone helpline number 0800 368 4850 or by emailing them at help@bravosolution.co.uk.

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