This venerable organization recently celebrated 140 years of advocating for animals in all matters of health and safety. Acting in partnership with the New York City Department of Parks and Recreation, as well as other municipal government agencies and sponsors, the ASPCA organized an event known as the Central Park Dog Walk. This event would create awareness and raise funds to advance the cause of Spay & Neuter to control population growth and to promote the cause of making NYC a "No-Kill Zone", effectively ending the euthanizing of adoptable pets.
Beginning with the development of a signature graphic, the event was supported by an integrated communications program developed by Brandstorms that reached all touchpoints to the public.
The centerpiece
of the program is a character who came to be known simply as Energy Dog.
This pup captures all the zeal and the joy of a happy, healthy city pet
headed for the wide open spaces of Central Park.
The
first step to a successful event involved reaching out to potential
corporate sponsors.
The tri-fold shown asked the target to "Imagine" the scope
and the impact of the event.
Newspaper advertisements
supporting the event appeared periodically. Headlines and iterations of
Energy Dog were
adapted to underscore the urgency of the message.
Posters appeared all around town.
Versions of Energy Dog illustrate Pet Microchipping, Agility Ring and Watering Station signage.
Of course, every big event needs buttons...
...and T-Shirts!