The Advertising Council: The Shelter Pet Project
Draftfcb Chicago
ENTRY INFORMATION
Category: Not-For-ProfitCountry where program ran: United States Date program started/ended: 24th September 2009
Product Description: Social campaign that created a brand for shelter pet adoption and drives consumers in the market for a pet to consider adopting from a shelter rather than purchasing.
Advertiser/Client Name: The Advertising Council Website: Media Channels:TheShelterPetProject.org
STRATEGY
Marketplace Challenge:
Of the 17 million people shopping for a pet in 2008, over 11 million people said they favored adopting their next pet over purchasing. But...