US Humane Society: The Shelter Pet Project
Agency: J. Walter Thompson
Campaign summary
This case study for the US Humane Society (along with the Ad Council, and Maddies Fund) PSA campaign used the tag line "Start a story – adopt" (#startastoryadopt). The intent was to prompt stories from influencers of celebrity pets (animals who had made a name for themselves on the Internet) in order to change the perception of sheltered pets as less-than, to show-off their special qualities, and, most of all, to prompt more people to adopt. The campaign featured the stories of three celebrity pets:
- Keyboard Cat...