The Rescue Pledge: Saving the Lives of Animals Everywhere, One Pledge at a Time
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Presented by Nebo for the 2014 SoMe Awards (Just 'Cause)
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The Rescue Pledge: Saving the Lives of Animals Everywhere, One Pledge at a Time
- 1. Saving the Lives of Animals Everywhere, One Pledge at a Time
- 2. Background
- 3. Nebo wanted to launch a campaign to make a positive impact on animal welfare. We teamed up with our client P.L.A.Y., a luxury pet accessory company, and PetFinder to create The Rescue Pledge. The Rescue Pledge is a pro bono effort to educate people on shelter adoption, decrease the growing number of homeless dogs and make a lasting impact on behavior.
- 4. Challenges
- 5. Encouraging adoption of shelter animals would not be easy. The appeal of visiting a breeder and bringing home a purebred at eight weeks old is tempting for many prospective dog owners.
- 6. Another dilemma was public perception. Shelter dogs carry a stigma of being unclean and, at times, difficult to train.
- 7. Additionally, many people are not aware of the horrifying practices that take place behind-the-scenes at puppy mills and with some breeders.
- 9. Nebo designed the Rescue Pledge to accomplish two goals: 1. Create a hub where users could access educational information about animal rescue. 2. Inspire key audiences to take a pledge to support shelter dogs and encourage others to do the same.
- 10. Nebo created a microsite, RescuePledge.org, which is the hub of the campaign. The site features educational information about rescue adoption and serves as a place for rescue enthusiasts to come together.
- 11. On the microsite, users can take the pledge to adopt from animal shelters and to urge friends and family to do the same. Nebo also created a digital badge that users can share via their own personal social media channels.
- 12. The team launched Rescue Pledge Facebook and Twitter profiles to interact with pledgers and share engaging information to promote animal rescue and welfare.
- 13. These efforts were supplemented with a paid campaign that targeted fans of high-profile organizations, including the ASPCA and the Humane Society.
- 14. Nebo also executed a public relations program to help spread the word – creating a press release to announce the campaign, developing a targeted media list to engage key influencers and conducting ongoing media outreach.
- 15. Results
- 16. Built a Facebook audience of more than 47,000 people, securing more than 10,000 followers within one month of launching the campaign—more than twice the goal
- 17. Established relationships with animal rights activists, small local shelters throughout the country and media outlets with a strong connection to animal welfare via Twitter
- 18. Generated more than 2.5 million social impressions
- 19. Inspired more than 3,000 visitors to take the pledge on the microsite
- 20. Encouraged dozens of pledgers to share personal stories and photos of their rescued pets via the microsite
- 21. Sparked more than 500,000 online conversations
- 22. For more information, please visit: www.neboagency.com/work/rescue-pledge-web-design-social-strategy/