This campaign achieved strong success in reaching the target audience, and highlights included: • 86% claimed to understand the risks of sourcing a puppy from a puppy farmer (target: 84%) • 88% claimed they would make the right checks on puppies if purchasing a new pet (target: 75%) • Increased awareness (up to 10 percentage points) amongst the target audience of specific risks of buying from a puppy farm • 60,159 unique visits to the website during the campaign period, with an average dwell time of 14 minutes • 20% of all calls to the Scottish SPCA Animal Helpline in 2018 were made during the campaign period; an increase of 138% over the previous period.