The Ask

Many people adopted pets during the pandemic. Now, in the post-pandemic world, their lives are busy and their wallets are hurting. How can we help dogs stay in homes?

The Problem

With many pet owners returning to their office

post-pandemic, and inflation surging, they are paying more for care, food, and various expenses. People

are unable to care for their pets and their families

at the same time.

"The same economic trends that affect people always affect animals," referring to high inflation

and the nation's housing crisis that has led to a rise

in eviction rates and homelessness. "Housing insecurity is the top reason people

are surrendering their animals."

Stephanie Filer, Executive Director

of Shelter Animals Count

CMS

The Insight

Families do not want to surrender their pets as they know the potential fate they face in shelters. Minimum holding periods before euthanization are, on average, 72 hours.

People aren't returning their pets

to shelters because they got bored,

or because they simply gave up.

They are being forced

by dire financial needs.

The Strategy

72 hours isn't a lot of time for a dog in the pound, but it can be just enough time to help a family keep their pet.

The Campaign

Before the Clock Strikes Zero

The solution is to partner with the ASPCA and local animal shelters

to launch the campaign: Before The Clock Strikes Zero.

Before The Clock Strikes Zero emphasizes that 72 hours

can be the difference between life and death for a pet

at risk of being surrendered.

The campaign will begin with the launch of the Before The Clock Strikes Zero website. The website will highlight dogs who are at risk of being surrendered or were recently surrendered to local shelters.

The website will be accompanied by a social media stunt featuring Doug the Pug to garner further attention, spanning both Instagram and TikTok.

The stunt will begin with

a mysterious 72-hour countdown on Doug

the Pug's Instagram story, and will be accompanied

by Instagram Reels

and TikTok posts hinting at, and eventually linking,

the Before The Clock

Strikes Zero website.

Team: Paris Cipollone (Creative)

My Role: Strategist