Situation Analysis

The 2017 hurricane season proved to be a devastating one. With Hurricanes Harvey, Irma and Maria, hundreds of thousands of people were affected. Not only were people affected, but, thousands of pets were left behind or displaced. California wildfires began not long after, and a whole new region had to make heartbreaking decisions when it comes to potentially leaving pets behind in the face of an emergency. Soon after, a Banfield Pet Hospital study revealed that 91 percent of pet owners are not prepared for the next natural disaster – a shockingly high statistic, proving the need for education and change.

In response, Banfield's charitable arm, the Banfield Foundation, developed pet disaster preparedness kits and challenged Coyne to raise awareness and educate both local and national communities on the need for a specific disaster preparedness plans for pets.

Knowing the calm before the storm was the right time to get Banfield's message out to pet owners and families, Coyne kicked off a two-phased disaster preparedness campaign prior to hurricane season to encourage pet owners to be ready before a natural disaster strikes. This included local community outreach in Houston for National Animal Preparedness Day on May 12, as well as a Public Service Announcement (PSA) and timely social media content with former "Bachelor" and Hurricane Harvey responder Sean Lowe, timed to the start of the 2018 hurricane season.