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Challenge: Originally the goal for this campaign was to highlight the amount of pets being returned to pet shelters. However, throughout the research, it was discovered that most Americans don’t know about the Humane Society of the United States. Also a critic made false accusations and announced them publicly disrespecting the organization.

Solution: For this campaign it was decided that it was important to educate the public, correct the wrong assumptions that were made about HSUS, and raise awareness among kids. The tagline “HSUS > u know” as in HSUS is “greater than you know” referring that the organization does more than what people think.