Eleven with TBWA/Sydney has launched online retail start-up, PetCulture by campaigning for PETernity Policies to be implemented in the workplace.

The initiative is the first act to bring to life PetCulture’s brand platform – Pets are people too. An online PETernity Petition is calling on employers to recognise the significant roles of pets and introduce pet care flexibility in the workplace.

The campaign is further supported across social media with a series of 30-, 15- and six-second spots.

PetCulture CEO, Simon Smith said with more pets than people in Australia (29 million), pets have become integral to our way of life.

“However, our research reveals that Australian pet parents aren’t getting the support they need from the workplace when it comes to caring for their pets. Given that our mission is to support and nurture the relationship between pets and pet parents, we’re proud to be leading the charge for PETernity Policies.”

Research found that more than four in five Australians (81%) are asking for more flexibility at work when it comes to the care of their pets, including sick leave, carer’s leave, and flexible working.

“With Eleven and TBWA\Sydney, we are sparking a national conversation that shows we not only get pet parents, but we get pets too – and this is the first step in showing our support and understanding when responding to the needs of our pet community,” Smith added.

TBWA\Sydney strategist, Rachel Tucker said there is a cultural shift away from traditional pet–master relationships, to ones of mutual care and betterment.

“Research shows that parents see their pets as equals that reward us as much as we reward them. For PetCulture, we wanted to create a platform that championed the bond between pet and pet parent.”

The call for PETernity Policies launched in late May and has garnered national coverage across 7News, News Corp’s network, News.com.au, Sunrise, Today Extra and beyond, all petitioning for pets to be more considered in the workplace.