Best Friends Blog

Instagram PSA campaign a (very cute) success

It’s hard to imagine a much bigger game changer than the Internet for, well, just about everything. This thing that didn’t even exist 20 years ago is now hard to think of life without. Whether it’s the immediate exchange of information about animals in need, or a “listicle” of funny cat GIFS, animals own the Web and it’s totally changed the way we work in animal welfare.

That same feline (and canine) love on the Internet has given birth to some pet celebrities with some serious star power. Chances are you may have seen these four pets somewhere before. They’re giants of the Web, and now they’re lending their star power to help promote adoption through an innovative educational campaign. We’re proud to have launched a public service announcement (PSA) campaign on Instagram with their help.

These four superstars have built incredible followings with each photo of a yawn, stuck-out tongue, superhero costume, or dinnertime pic. Their sweet personalities have captured the hearts of literally millions. As of this writing, there are nearly 260,800 likes for this campaign on Instagram and Facebook, and roughly 7,500 comments. The news of this campaign has been shared by the LA Times and on Buzzfeed, Cute Overload, and other sites with incredibly large audiences. And each one of those viewers is seeing a heart-warming message of adoption.

We’re thrilled to have the support of these adorable VIPs! Check out this incredible video PSA, which has been viewed more than 11,000 times. This is the work, again, of the brilliant TBWA\Chiat\Day, the agency we worked closely with on the NKLA campaign.

With the rather discouraging results from our pet adoption study earlier this year, it’s imperative that we convince more Americans that adoption should be their first option. Nearly half of those surveyed between the ages of 18 and 34 said they preferred to buy pets as they thought of shelter pets as damaged. Thanks to these four super pets, we’re getting the message of adoption out to a whole new demographic. And are there possibly four better “spokespets” for the joy an adopted pet can bring to your life?

Together, we can Save Them All!

You can help us push the positive message of adoption by sharing the promo video above on your social networks.

Julie Castle
Chief Marketing and Communications Officer
Best Friends Animal Society

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  • Julieveggie

    Can we adopt our way out of killing without reducing the population of cats & dogs being born:
    This is from Animal People: “The question of spay/neuter vs. adoption promotion is not really a matter of either/or, but it is a matter of proportionality. 40-odd years ago, when low-cost, high-volume s/n was just beginning, U.S. shelters were killing 115 dogs & cats [annually] per 1,000 humans, according to my retrospective survey word, and about 65 million [pets annually] according to Andrew Rowan’s calculations. Either way, that was a hell of a lot of animals. We are now down to killing about 3 million shelter animals per year – just under 10 dogs and cats per 1,000 humans – for a net drop of 95% by anyone’s calculations. What changed? Increased adoptions? There is not a single city in the U.S. which verifiably has a sustained adoption rate of more than 10 animals per 1,000 humans. The normal range is now about four to eight animals per 1,000 humans. Even the most generous interpretation of the data cannot credit increased adoptions with more than 15% of the reduction in shelter killing, and that only in the few cities with the highest adoption rates. Overall, using Rowan’s data, adoption has accounted for about 5% of the reduction in shelter killing, and using mine, it is 3%. So yes, increasing adoption has a place, and people enjoy doing adoptions, but overall it has about the same value as a beer in a balanced diet.”

    • MelissaLMiller

      Hi Julie,

      Adoption is certainly a huge component of creating no-kill communities, but we didn’t mention that we can “adopt our way out of killing.” There are many pieces to the puzzle, including spay/neuter, that help to save lives.

      Melissa Miller
      New Media Coordinator