To encourage Americans to adopt, not buy, their next pet in order to reduce the unwanted pet population in shelters, and thus decrease euthanasia. Actress Rachelle Lefevre was involved in the campaign.
- PSA, online and print, entitled “Adopt, Donate, Shop” starring Rachelle Lefevre around Puppies Aren’t Products
– Website and tools for local membership networks to work local TV and radio/web for the PSA. Besides TV/radio the PSA was in outdoor locations
-Access Hollywood ran a monthly adoption segment with Best Friends ambassadors
– Rachelle, along with many other ambassadors, attended events for the public and major donors, and spoke about the campaign in their regularly scheduled press interviews
– Rachelle tweeted and posted on Facebook regularly on the topic
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