Nie 'n Kaggelkakkie Nie (Not a Mantelpiece Ornament) is an awareness campaign developed for the NSPCA to confront the often-overlooked neglect of pets treated more like décor than living beings. The communication challenges the idea that simply owning a pet is enough, emphasising that Regte troeteldiere het werklike behoeftes (Real pets have real needs). Love, care and daily attention are essential - not optional.

At the heart of the campaign are bold, minimalist billboards featuring kitsch ceramic figurines placed on a shelf like lifeless decorations. This execution pairs striking visuals with a powerful message: Katjies is nie Kaggelkakkies nie. (Cats are not mantelpiece ornaments.) These headlines, set in a nostalgic ‘Seventies’ font, create ironic tension between sentimental aesthetics and the harsh reality of emotional neglect. A bold type treatment, paired with a bright blue campaign colour, draws the eye while reinforcing brand unity. The visual piece follows with a clear message: Meuwtjies het ook werklike behoeftes (Kittens have real needs). They are not there to collect dust. They deserve love and care. Nie 'n Kaggelkakkie Nie speaks directly to everyday pet owners, combining nostalgia, visual irony and emotional impact to inspire reflection and action. The campaign successfully transforms quiet cruelty into a powerful call to empathy urging South Africans to report abuse or donate to the NSPCA today.