Saving the Lives of Animals Everywhere, One Pledge at a Time

Background

Nebo wanted to launch a campaign to make a positive impact on animal welfare. We teamed up with our client P.L.A.Y., a luxury pet accessory company, and PetFinder to create The Rescue Pledge. The Rescue Pledge is a pro bono effort to educate people on shelter adoption, decrease the growing number of homeless dogs and make a lasting impact on behavior.

Challenges

Encouraging adoption of shelter animals would not be easy. The appeal of visiting a breeder and bringing home a

purebred at eight weeks old is tempting for many prospective dog owners.

Another dilemma was public perception. Shelter dogs carry a stigma of being unclean and, at times, difficult to

train.

Additionally, many people are not aware of the horrifying practices that take place behind-the-scenes at puppy mills

and with some breeders.

Solving the Problem

Nebo designed the Rescue Pledge to accomplish two goals: 1. Create a hub where users could

access educational information about animal rescue.

2. Inspire key audiences to take a pledge to support shelter dogs and encourage others to do the same.

Nebo created a microsite, RescuePledge.org, which is the hub of the campaign. The site features educational

information about rescue adoption and serves as a place for rescue enthusiasts to come together.

On the microsite, users can take the pledge to adopt from animal shelters and to urge friends and family to do the same. Nebo also created a digital badge that users can

share via their own personal social media channels.

The team launched Rescue Pledge Facebook and Twitter profiles to interact with pledgers and share engaging information to promote animal rescue and welfare.

These efforts were supplemented with a paid campaign that targeted fans of high-profile organizations, including the

ASPCA and the Humane Society.

Nebo also executed a public relations program to help spread the word – creating a press release to announce the campaign, developing a targeted media list to engage key

influencers and conducting ongoing media outreach.

Results

Built a Facebook audience of more than 47,000 people, securing more than 10,000 followers within one month of

launching the campaign—more than twice the goal

Established relationships with animal rights activists, small local shelters throughout the country and media outlets with a strong connection to animal welfare via Twitter

Generated more than 2.5 million social impressions

Inspired more than 3,000 visitors to take the pledge on the microsite

Encouraged dozens of pledgers to share personal stories and photos of their rescued pets via the microsite

Sparked more than 500,000 online conversations

For more information, please visit:

www.neboagency.com/work/rescue-pledge-web-design-social-strategy/