Most New Yorkers don’t realize the city of New York actually contracts out many of its animal care services to Animal Care & Control of NYC (http://nycacc.org), a non-profit organization. Signal Theory’s managing partner, Sallie Green, working with a group of other like-minded animal lovers at New Leash Productions, hoped to raise the profile of AC&C.
New York has many high-profile animal organizations, and the challenge was to increase donors, adopters, and volunteers. Sallie developed the media strategy, and planned and placed outdoor, print, and web media for AC&C’s “New York’s Kindest” campaign. The ads were placed throughout all five boroughs of NYC and the campaign gained widespread media attention, increasing the organization’s awareness. You can see AC&C’s adorable adoptable animals every Saturday morning on NBC’s “Today” show.