Animal Care and Control

Problem: How do you overcome the perception that the NYC Center for Animal Control is a shelter filled with animals that are abused, problematic and not fit for adoption? 

Solution: Develop a campaign based on the insight that most of the animals are victims of circumstance and highlight the numerous reasons the animals end up in shelters in the first place.

Results: The campaign created so much buzz that “The Today Show” aired a segment on it and gained celebrity support.