ANIMAL PROTECTIVE ASSOCIATION (APA) OF MISSOURI
WE'RE ALL ADULTS HERE
The board of the Animal Protective Association of Missouri pinpointed a problem with senior dogs. Namely, they were not being adopted at nearly the rate of their younger counterparts. So one of the board members, Annie Castellano, asked the question, “Why are we calling them ‘senior dogs’? Why don’t we just call them what they really are—grown-ass adults?”
Under her direction, we turned that insight into a campaign that set out to turn the experience of an older dog into a selling point, rather than a liability.
Grown-Ass Adults repositioned these viable companions as likeminded (and like-mannered) potential roommates for young professionals by encouraging them to “get a dog who gets you.”
SOCIAL MEDIA LOVES DOGS
More than pictures, though, we wanted to showcase a variety of dogs and connect their life stage with that of their future BFFs.
From there, the psychological connection began to take hold.
THE CATS GOT INVOLVED
In typical fashion, they subverted the efforts of their counterparts to their advantage.