CAMPAIGN BACKGROUND
Furry Futures is the name and headline of a larger integrated social good campaign meant to target a specific social issue. The main point of this project is to identify a problem found within society of my choosing and to effectively--and creatively--promote and persuade viewers to take some kind of action with the goal to create a positive change in the world in regards to that issue.
As you might have guessed, I decided to continue tackling the topic of adopting sheltered animals as well as aiding local shelters/rescues. Why? Because in the United States alone, over 6.5 million animals find their way into rescues and shelters, with more than half of them never finding a forever home to be adopted into. Roughly 3.3 million of those animals are dogs, while roughly 3.2 million are cats, with any remaining being a variety of birds, reptiles, rodents, and so on.
CAMPAIGN GOAL
The goal of this campaign is to raise and spread awareness of the need for adopting dogs, cats, and other animals that find their way into shelters due to abandonment, being raised on the street, and so on. I not only want people to seriously consider adopting such animals, but also to grow a vested interest in the day-to-day struggles of their local animal shelters and rescues, and hopefully help provide them with support in any way they can.
NAME / MESSAGE / THEME
The campaign name, Furry Futures, is intended to provide emphasis that animals in shelters are in need of a future that they can look forward to. The main message is that, in particularly, shelter cats and dogs need help through adoption, and that by rescuing a shelter animal the target audience will not just be providing a better life for these animals, but also enrich their own lives at the same time.
GUERRILLA AD CAMPAIGN
I wanted to do a non-traditional style of advertisement for this project since I felt it would have a great deal more impact than a traditional social media or magazine ad would. To that end, I decided on a guerrilla style campaign where the intent is to place cardboard cutouts of dogs and cats who were abandoned or found in a particular location.
The cutout would also include a tag that includes some information about the specific animal as well as a QR code that would let the viewer find information on where and how to adopt that specific animal. The following are the tags and cutouts designed for this project, as well as a series of mockups demonstrating the placement of these ads.
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SOCIAL MEDIA CAMPAIGN
Any ad campaign worth its salt these days requires social media ads. For Furry Futures, I created two variants of the social media ad campaign: the first is a four-panel carousel of images that can be scrolled through when viewed on Facebook, Instagram, or other platforms; and the second is a single-image advertisement. The above images comprise the four-image carousel advertisement, while below you will find the single-image ad, as well as mockups of each ad as if seen in the real world.
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PRINT MEDIA CAMPAIGN
Finally, for the print media ad campaign portion of Furry Futures, I decided to go three-fold and build one advertisement meant for billboards, one for magazines, and another as a poster to be placed in various locations. Above is the mockup for the billboard advertisement, and below you will find the designs and mockups for all of these ads.
