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Four Paws charity lobbying report

Client: Four Paws International

Sector: Print

Services: Brochures, leaflets and direct mail

The brief

Four Paws are an international animal charity who campaign and lobby governments, companies and individuals on issues affecting wild and domestic animals all over the world. One of their most recent campaigns is focused on eliminating the illegal puppy trade in Europe. Capitalising on new legislation coming into force, Four Paws' brief was for a report outlining their 'Model Solution' for better traceability across the EU online puppy trade. They needed it to explain clearly their suggested procedures and actions for stamping out the trade, and successfully target the agencies whose participation is most critically required - national governments, online classified ad sites, and dog registration databases. The aim is to raise awareness of the scale of the illegal trade, and make the Model Solution sound a sensible, achievable plan of action - thereby securing full buy-in from the parties concerned.

The challenge

I had to get my head around a complex, emotive subject, and weave a lot of technical and legal content into something much more readable, accessible, and persuasive. I had to craft a comprehensive, cohesive report in clear language which would persuade the target audiences of the importance of the issue and secure their co-operation in the Model Solution. There were some areas of content I was expected to write from scratch, whereas others contained more legal or technical content that had to remain in a certain format to allow translation into other languages and legal application in other countries. I had to make a complex situation sound eminently straightforward and non-costly, and of course maintain the Four Paws tone of voice and factual accuracy throughout.

The results

Four Paws were thrilled with the way I adapted the complicated technical content into an effective lobbying tool, coveying exactly the message they wanted, to tight deadlines. The campaign has yet to go fully live but the hope is the report will be widely disseminated and the target agencies suitably receptive.

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Coopman Creative logo mark

Louise successfully converted a highly complex technical text into an easy read report for our target audiences. She did it in a very efficient way, meeting all deadlines. We are very pleased with her work.

Julia Mundl, International Campaigns Manager, Four Paws International
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