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...