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NOW & NEXT
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New Creative for Great Plains SPCA
Posted by Meers on Tuesday | October 2nd, 2012
New creative work continues to launch this week for Great Plains SPCA. The new campaign will build awareness of Great Plains SPCA’s programs and services, spotlighting Adoptions and Spay/Neuter services. The campaign aims to make the Kansas City community laugh yet learn the benefits of the comprehensive services that Great Plains SPCA provides to the community.
This is the first major campaign since the launch of Great Plains SPCA’s new name. The nonprofit, no kill animal shelter formerly known as Heartland SPCA is taking this opportunity to build awareness and educate consumers of its program and services.
The integrated campaign includes television commercials, print advertisements, online and guerilla marketing. The first TV commercial, called “Dirty Laundry,” takes a fairly common occurrence for pet owners, humping, and creates an educational opportunity about spay/neuter services and Great Plains SPCA.
A series of print ads featuring either a dog or cat with the label “Player,” “Floozy,” “Skank” and “Sleaze” in need of spay/neuter procedures are meant to capture readers’ attentions. Meers Advertising and Great Plains SPCA volunteers will blanket the Kansas City Metro with guerilla marketing efforts involving flyers for Lost Pets, only these pets have “lost” testicles and ovaries, not their way home.
“The campaign provides a completely different way of thinking about spaying and neutering pets. It’s a community-wide issue, that results in pet overpopulation and poor pet health for animals,” said David Thornhill, Meers Creative Director. “Purposely humorous, we aspired to find a little truth in the way animals act that aren’t spayed or neutered.”
The stars of the new campaign were cast through Great Plains SPCA’s Facebook page. Many pets came to Ron Berg Photography’s studio, photographer for both the print and video work, for a professional photo session. A select group of local dogs and cats will now be starring in the campaign over the next six months. The spay/neuter messages have launched first, and adoption messages will start airing/running before the end of the year.
“Spaying or neutering pets helps to ensure they live longer, healthier and happier lives,” said Courtney Thomas, Great Plains SPCA’s President & CEO. “It is the single most effective way to reduce pet overpopulation, decrease shelter intake and help eliminate euthanasia in our community. Great Plains is very grateful to both Meers Advertising and to Ron Berg for generously donating time and talent for this new cutting-edge campaign.”
