Jaspca Research Paper
John Ancrum for society for the prevention of cruelty to animals (JASPCA) aimed to redefine its identity and rename itself to Charleston Animal Society through the infamous Spike and Biscuit PR campaign. The state of JASPCA was deplorable at the time before the PR campaign took a place. What was form as a care facility for animals was perceive as a kill shelter for diseased animals or unwanted pets. Even though everyone in three people in the vicinity owned a pet, they either did not know about JASPCA and if they did, it was nothing positive. In order to revamp an identity, JASPCA considered a PR campaign which was aimed at animal lovers, animal/pet related businesses and veterinarians in order to increase awareness, public engagement in the
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People had long perceived the place to be unimpressive, downtrodden, and dirty place that was not fit for their beloved pets to visit. Apart from the change in name to something short and more attractive, the Spikeand Biscuit PR campaign was aimed at making use of humor to create a buzz amongst the locals, enough to encourage them to visit the Charleston Animal Society (CAS) page. The creative campaign featured a series of presidential debates between a cat and dog. The unique and humorous nature of the overall message made it intriguing and an instant hit with the …show more content…
While many failed at doing such a good job, one particularly won over hearts, as well as a number of awards, for the message and execution. The campaign was run by the American Pet Products Association (APPA) in collaboration with the Impetus Agency for the campaign named ‘Pets add life’ or PAL. It is a winner of the PR daily’s Non-profit awards for 2013 amongst many others (Prdaily.com, 2015). Like the Spike and Biscuit campaign, this campaign also featured talking animals, this time in interviews instead of presidential debate. Three-tier social media activation was aimed at generating the needed hype on Facebook, Twitter and, YouTube. The campaign was catering the population of US and made use of social media to increase customer
People had long perceived the place to be unimpressive, downtrodden, and dirty place that was not fit for their beloved pets to visit. Apart from the change in name to something short and more attractive, the Spikeand Biscuit PR campaign was aimed at making use of humor to create a buzz amongst the locals, enough to encourage them to visit the Charleston Animal Society (CAS) page. The creative campaign featured a series of presidential debates between a cat and dog. The unique and humorous nature of the overall message made it intriguing and an instant hit with the …show more content…
While many failed at doing such a good job, one particularly won over hearts, as well as a number of awards, for the message and execution. The campaign was run by the American Pet Products Association (APPA) in collaboration with the Impetus Agency for the campaign named ‘Pets add life’ or PAL. It is a winner of the PR daily’s Non-profit awards for 2013 amongst many others (Prdaily.com, 2015). Like the Spike and Biscuit campaign, this campaign also featured talking animals, this time in interviews instead of presidential debate. Three-tier social media activation was aimed at generating the needed hype on Facebook, Twitter and, YouTube. The campaign was catering the population of US and made use of social media to increase customer