Challenge
The Baltimore Humane Society approached us with a challenge. They have low cost spay and neuter services but the local community doesn't use them. This is a problem, as a lot of the stray animals they eventually have to euthanize come from the local low-income community that would benefit from these services.
Insight
1) People view their pets like people and 2) People don’t like to be lectured about their pets.
Idea
Pets don’t understand the consequences of sex.
We created bold headlines that highlighted dogs’ lack of sex education and put them where our potential customers would be: pet stores, community centers and door hangers.
Results
- 25 new customers in the first month of launch
- 10% increase in spay and neuter services over the first year