Humane Society

Although 60 percent of people have pets, few, by comparison, are concerned with animal welfare issues. To compete for donations, the Humane Society of Seattle/King County needed to show that they had a higher purpose; that they didn’t help just pets, but also provided something that helped people: companionship. The subsequent campaign profoundly changed perceptions, and created a whole new base of support. In just six months, donations increased 50 percent.

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