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8/8/2019 Shelter Pet Project
1/24
TheShelter
Pet
Project
DRAFTFCB
8/8/2019 Shelter Pet Project
2/24
TheProblem
Approximately3millionhealthyand
treatablehomelessdogsandcats
will
be
euthanized
in
shelters
this
year.
Only20%ofpetowningAmericansadopt
fromsheltersorrescuegroups.
Weanticipatethat17millionswingvoters
willobtainpetsnextyear.
Weneed3millionmoretoadopttosaveall
ofthehealthyandtreatableshelterpets.
8/8/2019 Shelter Pet Project
3/24
Thisistheirfirstanimal
welfarecampaignever.
AdCouncilcampaignshave
madeameasurabledifference
insociety.
Fromtheexecutivelevel
down,theAdCouncilis
enthusiastic
about
this
cause
andseesitasaslamdunk
campaign.
HistoricAdCouncilCampaigns:
LooseLips
Sink
Ships
OnlyYouCanPreventForestFires
(SmokeytheBear)
AMind
is
aTerrible
Thing
To
Waste
WeCanDoIt!(RosietheRiveter)
8/8/2019 Shelter Pet Project
4/24
Oneoftheworldslargest
marketingcommunication
agencies
Portfolioincludesclientssuch
asLexus,KFC,Oreo,Starbucks
Providingtheir
services
on
this
campaignprobono upwards
of$22million!
DRAFTFCB Draftfcb staffareveryexcited
about
this
campaign!Theyalllove
theirpets,manyof
whomareadopted.
Theyhaveeven
implementedpetsinthe
workplacesincethe
inceptionofthis
campaign!
8/8/2019 Shelter Pet Project
5/24
TheMethodology/Background
Tofully
understand
the
problemandtostrategize
wiselyonthesolution,the
AdCouncilandDraftfcb:
conducted in-depth research
ran surveys and focus groups
met with The HSUS and
Maddies Fund at length
and visited shelters.
8/8/2019 Shelter Pet Project
6/24
4,000animalsheltersintheU.S
By2012,thegoalistoachievepetadoptionrateof:
=5petspershelterperday
Tosave3MMpetsbeingeuthanizedeveryyear:
=additional2petspershelterperday
4MM
pets
are
adopted
every
year
=23petspershelterperday
Sources:
1) AdCouncilapplication:TheHumaneSocietyoftheUnitedStates&Maddies Fund
2) APPMANationalPetOwnersStudy
3) Maddies Fund2007ShelterStatistics
http://www.webstockpro.com/Corbis/42-16477054.Bulldog-Photo/?Filters=100001000http://www.webstockpro.com/Radius/600-00954168.Portrait-of-Kitten-Photo/?Filters=100001000http://www.webstockpro.com/Corbis/42-16477054.Bulldog-Photo/?Filters=100001000http://www.webstockpro.com/Radius/600-00954168.Portrait-of-Kitten-Photo/?Filters=100001000http://www.webstockpro.com/Corbis/42-16477054.Bulldog-Photo/?Filters=100001000http://www.webstockpro.com/Radius/600-00954168.Portrait-of-Kitten-Photo/?Filters=100001000http://www.webstockpro.com/Corbis/42-16477054.Bulldog-Photo/?Filters=100001000http://www.webstockpro.com/Radius/600-00954168.Portrait-of-Kitten-Photo/?Filters=100001000http://www.webstockpro.com/Radius/600-00954168.Portrait-of-Kitten-Photo/?Filters=100001000http://www.webstockpro.com/Corbis/42-16477054.Bulldog-Photo/?Filters=1000010008/8/2019 Shelter Pet Project
7/24
Who
Will
Help
Us
Get
There?
LapsedNon-Pet Pro-Breeder Pro-AdoptionSwing Voter
25% 20% 7% 36% 12%29 MM 23 MM 8 MM 41 MM 14 MM
NA NA 1.5 MM 5 MM17 MM
Plan to acquire a pet in the next year:
NA NA From a breeder From a shelter Multiple sources
How pet(s) obtained:
Convincing 25% of the people
in this group to adopt will
achieve our goal
8/8/2019 Shelter Pet Project
8/24
Fearand
Uncertainty
Manypeoplemistakenlyfearthatshelter
petsaredamagedgoodsanddid
somethingwrong
to
wind
up
in
the
shelter.
Othersareuncertainofwhattoexpect
when
they
visit
a
shelter.
Itisourjobtoattackfearanduncertainty
atalllevels; changingperceptions and
knockingdownthebarriers.
WhyAren'tSwingVotersAdopting?
8/8/2019 Shelter Pet Project
9/24
Thestereotypesarenttrue.Infact
Estimates show that 25% of pets in shelters
are purebred.
Many animals are brought to shelters forissues not relating to their behavior, such as
the death of an owner, lack of time,
allergies, divorce, bankruptcy, etc.
Many shelter pets come with all their shots,spayed and neutered, and in many shelters,
micro-chipped.
There are 14 million people out there whoquietly believe that this is the best way to
get a pet. They are our best support. We
need to find a way to get them activated
and attached to our cause.
8/8/2019 Shelter Pet Project
10/24
Changing the conversation
8/8/2019 Shelter Pet Project
11/24
Its Time to Hand Out theMegaphonesAdopted pet owners love their pets. They realize
that the pet ownership experience goes far beyond
the shelter, and can speak from an emotional
perspective.
Currently, though, they have nothing to say and
nowhere to say it. Their experiences have been
positive, but no one asks them about pet adoption.
And without prompting, they dont see a reason to
bring it up.
We have the opportunity to provide a platform
for those who have adopted a shelter pet; a
platform for them to tell their stories and act as
teachers and cheerleaders for prospectiveadopters.
8/8/2019 Shelter Pet Project
12/24
Giveshelteradoptionsocial
capital.
Ourjobistoamplifyadoption.
Welldoitby SMASHING
STEROTYPES.
Andourproposition:theres
nothingwrong
with
shelter
pets.
Howwillweachieveourgoal?
8/8/2019 Shelter Pet Project
13/24
WhatistheNew
Faceof
Shelter
Adoption?
8/8/2019 Shelter Pet Project
14/24
8/8/2019 Shelter Pet Project
15/24
TheCampaign
Adswilltellthestoriesofhowthepets
endedupinsheltersandwillshowthatmost
pets
end
up
in
shelters
because
of
people
issues,challengingthepopularbeliefthat
thereissomethingwrongwithallshelter
pets.
Theadvertisingishonestandhumorousbut
mostimportantly,itgivesthepetsa
personality.
8/8/2019 Shelter Pet Project
16/24
Thepetsintheadvertisementswill
bethetypeofpetsthateveryone
wouldwant
to
get
to
know.
Thiswillgoalongwayinhelpingto
eliminatethefearanduncertainty
thatour
swing
voter
group
currently
feels.
8/8/2019 Shelter Pet Project
17/24
Asneakpeek
8/8/2019 Shelter Pet Project
18/24
8/8/2019 Shelter Pet Project
19/24
SpreadingtheWordOnline
8/8/2019 Shelter Pet Project
20/24
TheShelterPetProject
isaPartnership
Shelters,rescues,andother
adoptionorganizations
Nationalanimal
organizationssuchas
Petfinder
SupportfromDisneyand
othercorporations
Togetherwecanmakeadifference
8/8/2019 Shelter Pet Project
21/24
Shelters and Rescues
Ready?... Set?... GO!
This is a once-in-a-lifetime opportunity for
our field, and for millions of animals.
We must make every effort to make the
adoption experience as people-friendly as
we can.
Prepare your own organization, or your
next-door neighbor shelter to ensure that
adoption processes are friendlynot
frightening.
8/8/2019 Shelter Pet Project
22/24
Tipsfor
PSA
Director
Outreach
TipsforReporterOutreach
CampaignTalkingPoints
CampaignFactSheet
InstructionsforOrderingCampaignMaterials
SignupTODAYtostayinformed:
www.TheShelterPetProject.org
MediaToolkitComingSoon!
8/8/2019 Shelter Pet Project
23/24
HowYOU CanGetInvolved!
Visitwww.TheShelterPetProject.org
andsignuptostayinformed.
Sign
up
for
TheScoop
e
newsletter
and
tipsfromwww.animalsheltering.org.
Reachouttoyourlocalmediaoutlets
torequest
that
they
donate
advertising
timeandspace.
http://www.theshelterpetproject.org/http://www.animalsheltering.org/http://www.animalsheltering.org/http://www.theshelterpetproject.org/8/8/2019 Shelter Pet Project
24/24
www.TheShelterPetProject.org
DRAFTFCB