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2020 BRONZE SUSTAINED SUCCESS - NON-PROFIT
UNITED STATES
Greg Knipp, CEO Ciro Sarmiento, Chief Creative Officer Gustavo Zapata, Head of Art Marialejandra Urbina, Executive Planning Director John Costello, Executive Producer Abe Garcia, Group Creative Director Dario Campos, Associate Creative Director Arturo Lee, Sr. Art Director Erin Clark, Acount Planing Director
SUMMARY
In 2012, many Dallasites still preferred purchasing a pet rather than adopting from a shelter, making the euthanasia rate for shelter animals in Dallas 63%. In order to reduce that rate and increase the average live release rate, we “hacked” our way into people’s conversations online by adding a loving mutt to their daily routines. By doing so, and keeping our tactics fresh, we were able to reduce the euthanasia rate of shelter animals by 48% in five years, and match many lucky owners with their very own loving mutt.
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Hero Medium: SOCIAL MEDIA
Medium Featured On Video: INTERACTIVE/ONLINE,SOCIAL MEDIA