New Jersey's Liberty Humane Society is launching its largest campaign thanks to The S3 Agency's pro bono program that awards free creative services to selected clients.
The Adopt A City Pet campaign combines “shop local” with “adopt local” to convey the benefits of adopting a city pet. Images of pets are presented alongside headlines such as “We double-dog dare you” and “Don’t be a scaredy-cat" to serve as a call-to-action. The goal is to get people to understand the impact of adopting local — and adopting through Liberty Humane Society, who takes in city pets that need loving homes just as much as the fluffballs in the pet store, says The S3 Agency.
The challenge is that there is a lot of competition when it comes to the animal adoption market; how do you motivate potential pet owners to see the needs that are most beneficial to their community?.
The ads run exclusively on out-of-home media along various NJ TRANSIT bus, rail, and light rail lines to reach commuters and residents throughout the summer. The message is supported across social media via the #AdoptACityPet hashtag.