A few years back Tamagotchi toys - a virtual pet - were popular. Australian kids embraced the craze, sometimes neglecting to care for their own pets.
At the same time the RSPC wanted a campaign that ran before Christmas. It was to address the issue that real puppies were given as Christmas presents, and then abandoned or killed once the novelty of the new "toy" wore off.
We used the popularity of the Tamagotchi toy to remind people that real pets aren't toy