Photo: Ashleigh Wells
Background:
As part of its May Adoption Awareness Month initiative, the BC SPCA wanted to put the spotlight on the hundreds of wonderful animals looking for homes. The non-profit rescues 32,000 animals annually and would like to encourage adoption.
Objective:
The campaign’s objective was to combat shelter animal stereotypes and increase adoption rates. Research shows that when shelter animals are photographed outside the kennel/cage environment, people can more easily visualize them as pets.
While providing pro bono PR support, Dunn PR presented the Pup-a-razzi concept with a PR strategy to generate buzz and excitement about the campaign through media and blogger relations.
Strategy:
Dunn PR’s Rachel Thexton presented the concept of a fun event where animals could strike poses for professional photographers in a setting outside of the usual shelter environment. The idea is to help people visualize the pet as a member of the family instead of a frightened animal cowering in the shelter cage.
Collaborating with the BC SPCA’s community relations team and volunteer photographers, including lead photographer Ashleigh Wells, Dunn PR developed the campaign’s PR strategy..
To generate buzz and awareness for the event, Dunn PR reached out to its media and blogger contacts with tailored pitches about the event.
Results:
- 7 hits in Vancouver print media, including features in Vancouver Sun, The Province, and Vancouver Courier.
- 10 online hits, including a feature on popular blog Vancouver Is Awesome and a video posted on The Province website. The event also got a mention on laineygossip.com, a website with almost 70,000 unique visitors per month.
- In addition to the Vancouver event, a variety of regional BC SPCA branches participated in the event, generating media coverage in community newspapers across BC.