2009 SILVER

NON-PROFIT / PRO-BONO / PUBLIC SERVICE

END PETLESSNESS

OREGON HUMANE SOCIETY, OREGON HUMANE SOCIETY

Barbara Baugnon, PR-Mktg. Dir.

LEOPOLD KETEL & PARTNERS

Jerry Ketel, Pres.
Terra Spencer, Acct. Dir.
Brian Dixon, Assoc. Creative Dir.
Jason Maurer, Copywriter
Renee Wilkinson, Media Super.

Selling pet adoption is never an easy task. Most shelters try to do it with altruistic pleas and cliched images of pets in cages. Rather than focus on what people can do for pets, the conversation was reframed to ask: What can pets do for people? By casting pets as solutions to human problems and showing how they can make people happier, this campaign achieved marked increases in both visits and donations and broke adoption records with 96% of all animals being adopted.