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Humane World for Animals
Our work | Appeals
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The challenge
Humane World for Animals needed to rapidly mobilise public support against the continued use of shark nets in NSW. The objective was to drive large-scale petition signatures and localised advocacy (calling MPs) within a short campaign window, while ensuring efficiency and strong engagement across both warm and cold audiences.
The solution
Bigfoot Fundraising delivered a focused, Meta-led advocacy campaign combining broad awareness with targeted, location-specific calls to action.
Creative leaned into highly emotive video and imagery to communicate the harm caused by shark nets, while campaign structure split activity between broad acquisition and geo-targeted MP call prompts. Advantage+ Interests and remarketing audiences were optimised in parallel, allowing the campaign to scale efficiently while still converting supporters unfamiliar with HWFA.
The impact
In just one week (16–23 June 2025), the campaign reached 26,430 people and generated 5,819 clicks, resulting in 763 supporter leads at an exceptionally low $2.49 CPL. Engagement was standout, with an overall 9.37% CTR and a 58% petition conversion rate, demonstrating strong message resonance.
Broad acquisition ads alone delivered 726 signatures at a CPL well below forecast, while geo-targeted activity successfully drove MP call actions in key regions. The result was a highly efficient advocacy surge that equipped HWFA with hundreds of engaged supporters ready for future campaigning and fundraising.
Next steps
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