CAPS Launches Its First National Awareness Campaign
National awareness campaign ad features Kiley Wirtz Jennings
The campaignModels Against Pet Shops and Puppy Millsfeatures Kiley Wirtz Jennings, a Dallas-based professional model, who, after learning about the issue, volunteered her time.
Through this media campaign, we hope to raise awareness of the injustices in pet shop and puppy mills while encouraging consumers to adopt, not shop, said Companion Animal Protection Society (CAPS) President Deborah Howard, who founded the organization in 1992.
The campaign, which launched earlier this month and will run through the end of 2013, includes:
Howard said television stations in Atlanta, Dallas, Columbus, Cleveland, New York, City, Minneapolis, Portland, Seattle, and Washington, D.C. turned us down because they felt the spots were too activist in nature or they objected to the use of 'puppy mill."
The campaign, costing $80,000, is being funded by a donor while a CAPS member paid for PBS spots in San Diego. CAPS is also appealing to members and prospective members to help fund the next phase of the campaign.
Howard said CAPS will measure the campaigns success through increased donations, memberships, and website traffic.
Wirtz learned about CAPS after seeing a video documentary, CAPS vs. Bauck, How a Small Nonprofit Brought Down a Large Nonprofit, on Vimeo, which showed how a CAPS investigator compiled evidence against what Howard called one of the largest and most notorious USDA-licensed dog brokers, to be convicted of animal cruelty.
Videotaping and photography took place in Texas in September 2011, with all of the models, videographer, fashion photographer, clothing and hair stylists, assistants, and rescue dogs donating their time.
Given the complexity of shooting photos and videos of fashion models and dogs, the project ran smoothly, Howard said, although we were in the process of re-branding CAPS so we had to update all campaign components with our new logo.
According to CAPSs most recently filed federal tax return, it had an operating budget of $204,519 for the year ending Dec. 31, 2011.