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2015 FINALIST POSITIVE CHANGE - SOCIAL GOOD: NON-PROFIT
UNITED STATES
The Anti-Cruelty Society The "One Person Away from Home" Campaign
RAN IN: United States
CLIENT
The Anti-Cruelty Society
Dr. Robyn Barbiers, President Trisha Teckenbrock, Public Relations Manager John Griggs, Graphics & Publication Designer Tatiana Garrett, Director of Communications
Doug Van Andel, Executive Creative Direction Josh Rateliff, VP, Managing Direction Dina Howell, Chief Executive Officer Kelsey Alfredson, Copywriter Ying Kau, Designer Dr.Christopher Gray, VP of Shopper Psychology
SUMMARY
How does a nonprofit animal shelter in Chicago with a small budget and big competition draw busy city dwellers inside its nondescript shelter? How do they inspire a connection strong enough to send adoption rates skyrocketing? By giving the animals the voice they needed to connect with owners, and crafting our communication to hit our targets emotional core. Post-campaign, adoptions increased a whopping 61% and the shelters Facebook fans grew by 21%. Ultimately, in just 90 days we were able to find 1,376 deserving animals a home.
