Challenges & Research
The primary challenge being a lack of basic information, there is also no simple thru-way or bridge to the existing resources that could decrease the number of companion animals that enter our shelters, and the number of dogs and cats roaming the streets without a home. 

It isn’t apathy on the part of pet owners; rather, it is a lack of thorough understanding.  Why to sterilize your animal, how and where to get it done, why to adopt a new pet from a local shelter, what kind of pets you can adopt from shelters, and how certain actions are considered cruelty to animals – the questions that need to be answered in an effective and approachable manner throughout Los Angeles.

Solution
Back to the basics.  Marketing 101.  The project had three primary messages:  spay & neuter education, adopting animals from local shelters, and anti-cruelty. A series of posters were created and first distributed in targeted areas of the city to increase awareness, educate and provide a resource.

Posters in the neighborhood – funded by the neighborhood. The campaign was funded by neighborhood council resources that were allocated to a series of posters in their respective communities throughout the City of Los Angeles.