Problem:

In March 2018 animal activists convinced Michael Gove, the UK Secretary of State for the environment, to announce a ban pet on containment fences which use electronic collars. They claimed that they “tortured” pets and the department wanted to impose the ban after a rapid consultation. Pet owners were devastated as these devices were proving the only way to stop their pets running out of gardens into roads

Action:

Abzed organised a fast-paced counter-campaign. In a series of five articles in The Times we revealed that Andrew Lloyd-Webber – the composer of the musical “Cats” and a  cabinet colleague of Michael Gove used them on their pets: “Gove faces cabinet cat-fight over pet shock collars”.  We also coordinated several ministerial meetings and facilitated 500 responses to the consultation from pet owners.

Result:

In April 2018, Just 47 days after announcing the ban, Michael Gove climbed down in a statement in the House of Commons. We locked in the win with a series of newspaper headlines. Pet owners are delighted – and so are the suppliers of containment fences.