DDB backs Paw Justice in Trade Me standoff

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Paw Justice and DDB have teamed up once again to fight for the furry little creatures that don’t have a voice themselves.

DDB has launched its latest Paw Justice campaign, calling for online auction sites like Trade Me to put regulations* in place to control the sales of dogs and to stop puppy milling. The campaign kicked off with live auctions on Trade Me selling advertisements to support the campaign. They all sold out within five hours.

Every year thousands of puppies are sold online in New Zealand. Often these puppies start their lives in tiny, filth-ridden cages, innocently burdened with ongoing injury and illness. There are no rules about how puppies sold online are bred; sellers don’t need permits, vet checks and site visits, and they can overbreed their dogs without public knowledge or consequence.

With ‘puppies’ being one of the most popular search terms on Trade Me and over 35,000 cats and dogs sold on the auction site in 2014 alone, sites like Trade Me are enabling puppy millers in New Zealand.

To put a stop to this practice Paw Justice joined forces with DDB once again and created this Don’t Trade Me campaign.

“It’s time someone stood up against puppy milling,” says Paw Justice co-founder Craig Dunn.

Dogs are sensitive and loyal companions, not breeding machines to be locked up and used for money. Puppies should grow into happy, healthy adults, not dogs facing a lifetime of illness or disability because of irresponsible breeders who only care about profit.

“We need sites like Trade Me to play a role in regulating this industry. Puppy milling must stop.”

DDB ECD Shane Bradnick says he is thrilled to be working with Paw Justice again. “Following the success of the Animal Strike campaign that successfully stopped the Government from testing legal-highs on animals, we’re excited about mark two.

“Paw Justice is a client focused on getting results; getting Kiwis to act to make a real difference. We know that a clever campaign can help create a much needed change in New Zealand that will benefit our furry little friends and their owners.”

Proposed new regulations for Trade Me

Paw Justice has worked with vets and animal rights lawyers to come up with a new set of regulations for anyone wanting to breed and sell dogs online:

  • Every dog sold online must be microchipped, the microchip number must be entered before the advertisement can be listed
  • If the dog is listed before they are three months old, its mother’s microchip number must be entered before the ad can be listed.
  • Only one litter of puppies can be listed under each breeding dog’s microchip number every second year, with a total of three litters per dog.
  • The breeding dog must be between the ages of two and six years.
  • A full trading history showing all animals bought and sold as well as feedback from buyers should be visible for every trader.
  • Buyers must be shown vet paperwork and be able to view the breeding facilities before buying their puppy. This will be enforced by the buyer who has the right to refuse to complete the contract for sale until the seller has complied with the rules.

About Paw Justice

Paw Justice was formed in 2009 to help deal with the sickening problem of animal abuse and neglect against pets in New Zealand. Such abuse has grown at alarming rates, both in frequency and severity. Animals are suffering and dying at the hands of callous humans who think they can get away with it. We say this must stop now.

We are pulling together every resource we can find, welcoming every supporter who believes in our cause, and working together with other like-minded New Zealanders to stop this insidious violence against innocent animals.

We want to see abuse rates dropping dramatically, serious offenders punished appropriately, children educated about respect and kindness, and companion animals all over New Zealand living comfortable and happy lives.



Paw Justice: Craig Dunn


Chief Creative Officer: Damon Stapleton
ECD: Shane Bradnick
Senior Art Director: James Conner
Senior Copywriter: Christie Cooper
Creatives: Kiran Strickland, Kian Xin Tay
Digital Planner: Michiel Cox
Senior Account Director: Jenny Travers
TV Producer: Nikita Kearsley
Editors: Mark Trethewey, Steve Gulik, Barnnaby Fredric
Print Producer: Julz Lane
Illustrator: Toby Morris
Digital Producer: Sheetal Pradhan
Digital Operations Manager: Liz Knox
Digital Designer: Jim Pachal
Lead Developer: Braden Wikohika
Developer: Michael McMillan:
Sound: The Coopers of Franklin Road
PR: Angela Mace – Beat PR
Mango Communications: Sean Brown, Eleisha Balmer

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