advertise on dogs?
Objective raise awareness of the fact that 3 out of 4 animals in US shelters don’t make it out alive.
Challenge: tiny budget.
Solution do for dog adoption what the pink ribbon did for breast cancer by turning the leash itself into a personal statement, not unlike iPod’s white earbuds.
With an Orange Leash, every time you walk your dog becomes an occasion to effortlessly spread the word.
Results every dog adopted from Animal Haven now comes with an Orange Leash. Plus, enrolled the support of internet giant IAC, city organizations like the Mayor’s Alliance for NYC Animals and celebrities like Amanda Hearst. The campaign broke in summer of 2012 and we won’t rest until a mutt becomes the White House’s First Dog.