South African agency Joe Public, along with dog food brand Bobtail and the NSPCA, wanted to raise awareness about how fireworks affect dogs. With a heightened sense of hearing, what comes off as a few bangs and booms for humans actually cause immense stress and anxiety to pooches.
So, in advance of "fireworks season" in South Africa, which begins with the Hindu festival of Diwali, and continues with Guy Fawkes Day, New Year, and the Chinese New Year, Bobtail created a new type of firework, which doesn't bang or pop, but contains a message instead. Since the sale of fireworks is actually illegal in the country (most people buy them off the black market) the agency sent them to media and influencers to try and raise awareness about the issue.
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