The Shelter Pet Project

This case study describes a campaign by The Shelter Pet Project, a public service ad campaign, which increased the number of pets adopted from animal shelters in the US.

The Shelter Pet Project

Research: Nielsen Creative Development: FCB Chicago Campaign Management: The Ad Council Sponsors: The Humane Society & Maddie's Fund

Summary

Despite high rates of pet ownership in the US, relatively few pets are adopted from shelters, with the consequence that millions of potential pets are euthanized every year. The Shelter Pet Project is a public service advertising campaign aimed at increasing the adoption rates. In this study consumer neuroscience methods were used to help guide a bold new refresh on the campaign, which aimed to reduce the fear and uncertainty associated with shelter pet...

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