ASPCA
You know the ASPCA ad. You know, the one that probably makes you cry every time you see it? You can probably even hear it in your head right now just thinking about it. It's ran at the worst possible times, and has been haunting everyone via cable TV commercials for as long as we can remember.
So we beg you...Donate, it's time we free Sarah McLachlan and finally retire the world’s most heartbreaking commercial.
Stop the cruelty.
Grassroots Petition
We’ll kick off by creating a petition page to urge site visitors to sign, and ultimately donate, in an effort to raise funds while also liberating Sarah McLachlan.
OOH
Posters and billboards will be placed strategically to remind people they can run, but they can’t hide from the ad they know all too well. Unless they donate, that is.
A QR code will bring you to the petition to stop running this ad. All petition signers will be asked to donate to the cause with all proceeds going to the ASPCA.
PR Placement
Sarah McLachlan will join Stephen Colbert during his “Rescue Dog Rescue” segment to showcase available puppies at the ASPCA’s only adoption facility in New York City.
Twitch Livestream
We’ll wrap up the campaign with a livestreamed concert by Sarah to raise more in donations.
But there’s a catch — when donations stop coming, “Angel” starts playing.
Copywriter: Romana Wuest
Art Director: me