ASPCA: Help Joey

Every year across the USA between 3-4 million dogs and cats are euthanized due to overpopulation. The animal charity, ASPCA, were aware that telling people to get their pets spayed or neutered wasn't having any effect.

ASPCA: Help Joey

Pyper Paul + Kenney

Executive Summary

Sex sells. But what about abstinence? Will people buy that? We sure hoped so.

Every year across the U.S. between 3-4 million dogs and cats are euthanized due to overpopulation. And, while the ASPCA and numerous other animal advocate groups have tried to alleviate this problem through 'get your pet spayed/neutered' messaging over the years, the needle hasn't moved.

We took a different approach.

It was obvious that telling people to get their pets spayed/neutered and presenting rational reasoning wasn't going to make an impact. We know that animals are going...

WARC subscribers can sign in to keep reading

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands