Shelter Pet Project

8/8/2019 Shelter Pet Project

1/24

TheShelter

Pet

Project

DRAFTFCB


2/24

TheProblem

Approximately3millionhealthyand

treatablehomelessdogsandcats

will

be

euthanized

in

shelters

this

year.

Only20%ofpetowningAmericansadopt

fromsheltersorrescuegroups.

Weanticipatethat17millionswingvoters

willobtainpetsnextyear.

Weneed3millionmoretoadopttosaveall

ofthehealthyandtreatableshelterpets.


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)


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!


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.


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=100001000


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


8/24

Fearand

Uncertainty

Manypeoplemistakenlyfearthatshelter

petsaredamagedgoodsanddid

somethingwrong

to

wind

up

in

the

shelter.

Othersareuncertainofwhattoexpect

when

they

visit

a

shelter.

Itisourjobtoattackfearanduncertainty

atalllevels; changingperceptions and

knockingdownthebarriers.

WhyAren'tSwingVotersAdopting?


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.


10/24

Changing the conversation


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.


12/24

Giveshelteradoptionsocial

capital.

Ourjobistoamplifyadoption.

Welldoitby SMASHING

STEROTYPES.

Andourproposition:theres

nothingwrong

with

shelter

pets.

Howwillweachieveourgoal?


13/24

WhatistheNew

Faceof

Shelter

Adoption?


14/24


15/24

TheCampaign

Adswilltellthestoriesofhowthepets

endedupinsheltersandwillshowthatmost

pets

end

up

in

shelters

because

of

people

issues,challengingthepopularbeliefthat

thereissomethingwrongwithallshelter

pets.

Theadvertisingishonestandhumorousbut

mostimportantly,itgivesthepetsa

personality.


16/24

Thepetsintheadvertisementswill

bethetypeofpetsthateveryone

wouldwant

to

get

to

know.

Thiswillgoalongwayinhelpingto

eliminatethefearanduncertainty

thatour

swing

voter

group

currently

feels.


17/24

Asneakpeek


18/24


19/24

SpreadingtheWordOnline


20/24

TheShelterPetProject

isaPartnership

Shelters,rescues,andother

adoptionorganizations

Nationalanimal

organizationssuchas

Petfinder

SupportfromDisneyand

othercorporations

Togetherwecanmakeadifference


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.


22/24

Tipsfor

PSA

Director

Outreach

TipsforReporterOutreach

CampaignTalkingPoints

CampaignFactSheet

InstructionsforOrderingCampaignMaterials

SignupTODAYtostayinformed:

www.TheShelterPetProject.org

MediaToolkitComingSoon!


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/


24/24

www.TheShelterPetProject.org

DRAFTFCB

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Shelter Pet Project