The document describes campaigns by the University of Montana Chapter of the Humane Society to educate college students about responsible pet ownership. The initial campaign targeting landlords to increase pet-friendly housing was unsuccessful. The current campaign aims to make students aware of the responsibility of owning a pet and change behaviors that could lead to pet abandonment. It outlines objectives, target audiences, stakeholders, message strategies, and a timeline for the campaign.

1. LIBRARY
MOVIES
FAMILY
COMPUTER
SEX
LABS
HOT DATES

2. DO YOU
REALLY
HAVE THE
TIME?

3. MISSION: To ensure the humane treatment of companion
animals and to bring people and animals together to enrich each others lives.
FAST FACTS
1-MHS has been open since 1963
as an open-admissions shelter
that does not refuse any animal.
2- Estimate they have taken in
150,000 animals since they first
opened.
3-Provides community with
educational classes and
volunteer opportunities.

4. THE FIRST
CAMPAIGN

5. OBJECTIVE
Shortage of available housing
for people with pets in Missoula
Aimed at Missoula landlords
Landlords mitigating this
problem.

6. INITIAL CAMPAIGN
STAKEHOLDERS
TARGET AUDIENCE
CRITERIA FOR SELECTION

7. FORMATIVE RESEARCH
RATIONALE
NETWORK SAMPLING
METHODS

8. FOCUS GROUPS

9. QUOTES
“I would allow all animals. I love animals,
I’m an animal lover. It’s the owners I don’t
particularly care for.”
- Dixie Dalton, Property Manager

10. QUOTES
My guess is the damage that pets cause, at least 50% of it is
caused by irresponsible pet owners. – Dave Armerding
The noise complaints generated by dogs fall back on the
property, even once the tenant moves on you’ve built up some
ill will. – Cory Cote
I take pets when it makes economic sense to do so. Taking
pets is a way of getting higher rent; getting units rented
quicker. It’s just a dollar and cents issue. – Cory Cote

11. PROBLEMS
DAMAGE
NOISE
LIABILITY
LEGAL

12. SHOW ME THE MONEY
All these issues we’re talking
about are easily fixed with cash
and that’s the key… is cash. It
all comes down to money.
– Will Biggs, Biggs Properties

13. DEAD END
CAMPAIGN

14. THE CURRENT
CAMPAIGN

15. OBJECTIVE
 MAKE COLLEGE STUDENTS AWARE
 EDUCATE STUDENTS ON RESPONSIBILITY
 CHANGE STUDENTS’ BEHAVIOR

16. ABANDONED
Description:
LEFT IN Husky/Lab X Color: gold/white
Male neutered, 9 Mo
BAR
Notes:
Fabian has been through a lot in a
short time- but he loves people, is
outgoing and willing to place his
trust in humans again. He loves
swimming and fetching-but would
join you in any activity you choose.
Sweet boy.

17. TARGET
 University Freshman
 Education
 Orientation and Dorm Check-out

18. TARGET
 Criteria for Selection
 Barriers

19. STAKEHOLDERS
 Humane Society
 Parents
 Pet
 Other University Students
 Faculty and Staff

20. Message and Sources
PERSUASION THEORIES
EMOTIONAL
HUMOR
COGNITIVE DISSONANCE
THE UM HUMANE SOCIETY

21. Vehicles/Channels and Rationale
Posters
Brochures
Campus Chapter
Workshops
Dorm Meetings
Experimental College
Rationale

22. TIMELINE
SUMMER 2002-SUMMER 2003
SUMMER AUTUMN SPRING SUMMER
RECRUITING ASUM ASUM ORIENTATION
APPLICATION FUNDING
AUTUMN SPRING SUMMER
SUMMER DORM APARTMENT CAMPAIGN
RECRUITING CAMPAIGN RESPONSIBILITY EVALUATION
AUTUMN 2003-SUMMER 2004

23. MEDIA
 FLYERS
 PRESENTATIONS
 BROCHURES

24. Do You Really Have The Time?

28. It is because of our love for pets
that the University of Montana Chapter of
the Humane Society asks you to consider
any pet as a large responsibility. Many
good pets do bad things when left alone for
long periods of time. With school, work
and maybe a little fun downtown on your
mind will you be able to properly care for a
pet? If not, DON’T GET ONE!
Students’ pets are such a significant
problem for the humane society that
students on campus have opened their own
chapter. Students mean well when they get
a pet but as their schedule gets busy
(especially during finals) pets are
neglected.
If you would like to help the
Humane Society on campus call 243-9999.

29. Do You Really Have The Time?
Roxy was left behind
and now she’s singin’
the blues.

31. EVALUATION
 Campaign Successes
 Seek More Effective Media
 Future Joint Events
 Employ New Infrastructure

32. GOOD NEWS
AN ADDITIONAL BENEFIT
This campaign can succeed on several levels.
While some students will be persuaded
not to get a pet others will simply be more
conscientious about caring for their pet
when they get it. That is even better because
the MHS mission is better fulfilled and more
animals will have loving homes.

33. CONCLUSION
MHS Mission Better Met
First Campaign A Bust
Second Campaign Is Exciting
Feasible Budget And Schedule
Improves Humane Treatment Of Pets
Might Maintains Adoption Rate

34. CREDITS
OUT Lani Radke LET
Denise Rattray
DOGS Ally Ruvolo THE
THE Whitney Brown
DOGS
Matt Pickett
LET THE DOGS OUT

35. DO YOU
REALLY
HAVE THE
TIME?