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A Big New Voice for Shelter Animals

The Ad Council partners with The HSUS and Maddie’s Fund in an unprecedented national campaign to spotlight shelter adoption

The Ad Council partners with The HSUS and Maddie’s Fund in an unprecedented national campaign to spotlight shelter adoption

Dan Brandenburg/
istockphoto.com
The organization behind such iconic public service announcements (PSAs) as “Only You Can Prevent Forest Fires,” “A Mind is a Terrible Thing to Waste,” and “Friends Don’t Let Friends Drive Drunk” is poised to launch a three-year, $80-120 million effort to change the way Americans view shelter pets and boost adoption rates of homeless cats and dogs across the country.

Those well-known slogans are only a few from past campaigns produced by the Ad Council, the nonprofit that, since 1942, has worked with ad agencies to develop public service messaging and provide the resulting ads to media outlets. Its previous work has included some of the nation’s best-known campaigns, stretching back to World War II’s “Loose Lips Sink Ships” and the Rosie the Riveter “We Can Do It” ads. The new campaign, due to roll out in mid-2009, marks the first time the organization has focused a nationwide campaign on an animal welfare issue.

It’s also the first time an organization with the influence, prestige, and financial backing of the Ad Council has targeted the pet overpopulation crisis—and it’s partnering with The Humane Society of the United States (HSUS) and Maddie’s Fund on the campaign.

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