Michelle Riley/The HSUS
If we keep doing things the same old way, we shouldn’t be surprised to get the same old results.
That’s why it’s so inspiring to see exciting, out-of-the-box thinking from peers within our field. The prize for innovative marketing this week goes to the folks at the SPCA of Wake County in North Carolina, who recently debuted a sensational, fun, and uplifting video [Editor's Note: The video no longer includes the song] that makes you want to join the organization and support its life-saving work.
The new video features staff and volunteers with the organization lip-syncing to the number-one single “Take a Chance on Me” from the 1970s supergroup ABBA and taking the viewer and listener on a virtual tour of the shelter. There’s no cruelty, no painful imagery, just a great and familiar beat, smiling faces, confetti, streamers, and animals safely cradled in loving hands and arms. The performers must have practiced a lot, because the video was unedited! It was one continuous performance with about 50 people and half as many animals, all playing their parts.
There’s been a revolution in the sheltering field in recent years—newer, more attractive facilities, conducting their operations in better, more professional ways. And the goal must be single-minded: stopping the euthanasia of healthy and treatable dogs and cats. As is the formula: more adoptions and more spaying and neutering. We are pushing this message out nationwide in the first-ever national public service advertising campaign of its kind, The Shelter Pet Project, with our partners at Maddie's Fund and the Ad Council. I’ve got to believe that this new video is going to lead to a spike in adoptions in Wake County and more public support for this organization.
Have a look for yourself [Editor's Note: The video no longer includes the song] and share it with friends, to tell a story of a forward-thinking shelter and its work to save dogs and cats.
P.S. The little puppy in the final shot, with the “Chance” sign hitched to him, came from a recent HSUS dogfighting bust in North Carolina. The SPCA of Wake County has been one of our dedicated Emergency Placement Partners.