THE BC SPCA, IN PARTNERSHIP WITH
leading advertising agency Palmer
Jarvis DDB, has launched a groundbreaking
television campaign to raise
awareness about pet adoption. The pro
bono campaign uses humour, not guilt,
to show potential adopters what they
are missing by not having an SPCA
animal in their lives. “We wanted to
raise awareness about pet adoption in
a tone that wasn’t depressing, but
instead reflected the joy that animals
bring to our lives,” says Lorie Chortyk,
general manager of community
relations for the BC SPCA. The creative
team at Palmer Jarvis was able to
attract award-winning director David
Shane to the project and the four
television spots were distributed as
public-service ads to all B.C. television
and cable stations in August. Famous
Players theatres also ran the ads for
free before movie showings in all of
their B.C. theatres from August 29
through October 5 and the ads ran
throughout October at no cost on
PHSN-TV, a TV service delivered to
the waiting rooms of health-care
professionals across Canada. The ads
gained immediate attention in the
highly competitive advertising industry,
earning top recognition on
adcritic.com, an industry Web site that
highlights the most creative ads being
produced around the world. You can
view the adoption ads and find out
more about the campaign at
http://adopt.spca.bc.ca.