humane society of the united states
The campaign’s tagline “HSUS > u know” as in HSUS is “greater than you know” refers that the organization does more than what people think.
Challenge: The Humane Society seeks to reduce overcrowding in shelters by preventing surrenders & returns, & to reduce the number of dogs euthanized because they have been rendered unadoptable as a result of poor ownership practices that led to behavioral problems.
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 as well as a critic, who made false accusations & announced them publicly disrespecting the organization.
Solution: In addition to spreading awareness about who & what the Human Society is all about, the campaign’s focus shifted it’s focus to include correcting those wrong assumptions & to also raise awareness among kids — because the organization could benefit from a campaign focused on grooming its younger demographic to take an attitude of stewardship toward our animal friends as they grow into future donors & advocates.
