WE PARTNERED 5 ANIMAL SHELTERS TO HIGHLIGHT DOGS READY FOR ADOPTION. OUR FOCUS BEGAN WITH THE ONES MOST OVERLOOKED BECAUSE OF THEIR PASTS – CANCER SURVIVOR, VISUALLY IMPAIRED, VICTIM OF DOMESTIC ABUSE AND ALIKE. THESE PROFILES WERE THEN MATCHED TO PERSONALITIES COVERED BY MAINSTREAM MEDIA FOR HAVING OVERCAME SIMILAR PASTS – A CANCER SURVIVOR WHO IS A CO-FOUNDER OF A TECH COMPANY WITH 15 MILLION USERS, A WHEELCHAIR-BOUND PARALYMPIC RECORD SETTER, AN INTERIOR DESIGNER WHO WAS VICTIM OF DOMESTIC ABUSE. WE THEN ARRANGED A VOICE RECORDING SESSION, WITH EACH PERSONALITY READING A SCRIPT OF SOMEONE IN NEED OF HELP. THEIR EXPERIENCE LENT AUTHENTICITY, RELATING THEIR OWN PASTS MIRRORED TO THAT OF A SHELTER DOG. THESE VOICEOVER RECORDINGS WERE MADE INTO POSTS FOR SOCIAL, WITH THE KEY MESSAGE BEING “IF WE DON’T HAVE TO BE PERFECT, WHY SHOULD THEY BE? ADOPT.” LEADING PEOPLE TO THE SHELTERS.