SPCA Singapore and Leo Burnett Singapore unveil the dark side of pet ownership in new public awareness campaign ‘Neglect Hides in Plain Sight’

The Society for the Prevention of Cruelty to Animals (SPCA) Singapore is unveiling a powerful new campaign titled “Neglect Hides in Plain Sight” to address the alarming 174% rise in animal neglect cases in Singapore since the pandemic, with cats, rabbits, and small pets such as hamsters being among the most affected.

Developed in collaboration with Leo Burnett Singapore, the work is designed to raise public awareness of this hidden crisis and encourage the community to take action and give these pets the attention they deserve.

Before pet neglect becomes life-threatening, it can be subtle and easily overlooked. That’s why the campaign was launched with a social experiment which showcases the gradual neglect of a pet cat over the course of one week. This live large format digital display portrayal challenged passersby (at Yishun Bus Interchange – Northpoint entrance) to confront the signs of deterioration and question their own awareness of animal welfare.

The activation video was posted on social media and is igniting conversations islandwide about the responsibilities of owning a pet, already inspiring pet owners to take better care of their animals.

“Neglect is often invisible until it’s too late. With this campaign, we wanted to hold up a mirror to society, challenging people to recognise the signs of neglect in their own lives and take action,” said Sharim Gubbels, Executive Creative Director at Leo Burnett. “There was a buying spree of pets during the pandemic, however in the last 18 months, a ‘return to office’ coupled with the rising costs of pet supplies has caused almost a two-fold increase in the number of pet neglect cases in Singapore. By creating a living portrait of neglect, we hope this campaign will provoke thought and, ultimately, change people’s behaviour.”

This effort is further supported by compelling key visuals (cat, rabbit, and hamster), developed in partnership with the renowned studio Illusion CGI Studio, running across different out-of-home and digital channels, emphasising how neglect can manifest and escalate if left unchecked, until the end of October.

“Our mission is to prevent animal cruelty, and that begins with education and raising awareness. Often, people underestimate the impact of neglect, not realising it can be just as harmful as overt abuse. This campaign is a call to action, and we hope it urges people to reflect on how they can make a difference, starting with the pets in their own homes.” said Aarthi Sankar, Executive Director of SPCA Singapore. “By engaging the public in this way, we hope to inspire a more compassionate and responsible approach to pet ownership.”

Agency: Leo Burnett Singapore
Ajay Vikram – Chief Creative Officer, Publicis Groupe South East Asia
Sharim Gubbels – Executive Creative Director
Henrique Lamenha – Creative Director
Janath Gamage – Senior Art Director
Zi Jun Lim – Junior Art Director
Arielle Brustein – Executive Director / Head of Strategy
Cai Yu Lam – Strategy Director
Hakim AK – Senior Planner
Adela Andrei – Group Account Director
Marissa Mae Lim – Senior Account Executive
Shane Goh – Project Director
Kirby Ho – Creative Services Manager
 
Production Credits
Illusion CGI Studio – Illustrator
Illusion CGI Studio – Photographer
Illusion CGI Studio – Production Company
 
Media Partners: Moove Media, Focus Media, The Perfect Media
 
Media Agency: Publicis Media
Li Jie Kor – Associate Director
Bo Mun Foo – Associate Manager
Joy Chong – Media Executive
 
Production: Prodigious
Shirree Chee – Senior Production Manager
Lixia Soh, Eze – Production Manager
Xiao Min Heng – Post Producer
Pauline Toh – Senior Editor
Katherine Tan – Videographer