Copy: "Psst... the secret that pet stores don't want to you know" "Meet Ernie." "Meet Ernie's Mom."A shockingly good ad for In Defense of Animals from the bulletin board of a bookstore in Soho. Puppy mills are horrible places and many consumers have no idea that they exist and that most of the puppies in pet stores come from such mills. The body copy is a harrowing exposé by a former puppy mill investigator:
...images of female dogs dead or dying, their hair matted with excrement, their eyes ulcerated...breeding them to exhaustion...taken to auction, sold to labs, or simply shot...Who cares if the layout was done in PowerPoint. It's killer.
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