The Humane Society of the United States and Maddie’s Fund: The Shelter Pets Project

1.-The-Shelter-Pet-Project_1The Humane Society of the United States is an organization that provides protection for animals.  According to the case study, “Maddie’s Fun is a pet rescue foundation.”   The case study states, “each year, six to eight million healthy pets are placed in shelters and rescue groups.”  This campaign was designed to spread awareness about shelters and rescue groups.  The campaign duration was from September to March 2010.  Their goal of this campaign was to influence people to go to these two locations verse breeders and pet stores when going through the pet process.  Unfortunately since many people do not make shelters their first choice when looking for a pet many of them are killed.  The case study states, “however, when the time came to actually select a pet, consumers began to wonder how and why a pet ended up in a shelter.”  This campaign set goals that would target on reversing people’s mindset against shelter animals, converts pet owners to adopters, and increase the rate of adoptions in shelters.  The overall audience is supposed to fill an emotional need to the media.  This non-profit organization used paid media platforms to help get the word out about this campaign.  According to the Warc case study the media budget was 250k – $1 million.  The paid media used were their website, television, radio, and print.  The website offered pet personals, Q&A, and pass along value for the viewers to look at.  The television usage focused on single pets and provided humorous public service announcements.  The use of radio media provided the chance for the animals to give a voice for example a dog barking.  For print media the organization worked with a medium to form a comic strip to tell individuals about shelter pets.  The sketches illustrated the life of a sheltered pet.  Overall, the campaign saw success in getting consumers to be involved with the website.Screen Shot 2016-03-31 at 7.14.11 PM.png

By: Sydney Schaal

 

Television Commercial Example:

 

Source:

http://0-www.warc.com.library.unl.edu/Content/ContentViewer.aspx?MasterContentRef=f17cbae0-0928-44e6-88ab-1c301de4fea1&q=non+profit+organization+paid+media&CID=A92102&PUB=WARC-PRIZE

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