Animal Care & Control of NYC (AC&C) is celebrating New York’s Kindest with a public awareness campaign!
The campaign, which debuted in 2013, encourages New Yorkers to help animals at AC&C by adopting, volunteering, and donating - by becoming New York's Kindest. The ads, featuring AC&C adopters, volunteers, and donors with the cats and dogs they love, have appeared on subway platforms, in subway cars, on telephone kiosks, in local publications and online. You may have heard a New York’s Kindest PSA on various radio stations. One of the ads also appeared on a billboard near Citi Field, courtesy of Clear Channel Outdoor.
As the only organization in New York City whose doors are open to any animal in need, AC&C rescues thousands of New York’s homeless, neglected, abused and abandoned animals each year. The nonprofit’s goal is to place every dog, cat and bunny in a new, loving home. But, as the new campaign underscores, the public’s involvement is key to its success.
The campaign is a collaboration between AC&C and New Leash Productions, a collective of marketing and design professionals (several of whom are also AC&C adopters) who donated their services for the project: Nicki Gondell, project management/copywriting, Jenny Pfister, creative director, Colleen Farrell, PR and communications, Val Brown, brand strategy, Kyla Lange, brand strategy, Paul Ahern, brand strategy and Sallie Green/Signal Theory, media planning and buying. Generator Media + Analytics (link to GeneratorMedia.com), a NYC-based agency enabling AC&C and others to maximize their media ad budgets so they can achieve more, played an indispensable (and pro bono) role in the second round of the campaign. The campaign was shot by photographer Donna Svennevik, who also donated her time and talent. We thank them all for their hard work and dedication!
AC&C’s most recent commercial features a few of New York’s Kindest and the animals they love. New Yorkers could catch it on NY1, the Discovery Channel, A&E, the History Channel, and Animal Planet. The 30-second spot is also being shown in many local movie theatres.