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To achieve the goals of “No Kill by 2012” was going to take more than a well crafted messaging effort. Adoption events are the key. Based on the insight that most people (in San Antonio) are more reluctant to visit shelters and, also, to adopt, we bring the animals to the people and take the shelters to the streets. The more often the better. Event and media planning directly contributes to the success of our campaign—in organizing partners to host, shelters to participate, volunteers to assist, radio personalities, performances, —and though it consumed a lot more in billable hours than we billed for, I am eternally grateful to have been a part of such an important cause and can’t wait to do it again—in another city and/or for another cause.
Around christmas time we developed “Home for the Holidays.” A single-day adoption extravaganza. To promote the event, we ran the spots below, inspired by the red carpet affairs of Hollywood we featured unique animal personalities who were looking to adopt a family of their own.
