Dogfighting is never adverstised, mostly because it’s illegal but also because it’s such covert industry. Their very success and existence depends on this underground secrecry. What the public doesn’t know, the public can’t do anything about. So that’s exactly what we set out to do, advertise a dogfight. We knew this would create awareness and make dogfighting top of mind. the ads were on trailers that were parked at the busiest intersections in Joburg. We wanted to spark outrage and anger. We knew animal lovers would be the first to complain, but we could not have predicted the social media and broadcast media storm that followed.