ASPCA  |  ASPCA ASAP!
speed adopting
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speed adopting
Challenge:  The NYC branch of the ASPCA has an annual cat adoption drive. Every year, kittens move quickly... but older cats have a hard time finding a good "match".  The ASPCA needed to sell the personality of older cats, move the merchandise - quick, and do it on an extremely tight budget.

Solution:  ASPCA ASAP!  Your perfect match was at the ASPCA right now, but if you don't act fast, they could get adopted by someone other than you. Bold, simple poster-art style kept the work approachable, friendly and differentiating.

Older cats have real personality. So, every ad was personalized to tell (sell) that cat's story. Pet adoption is about a long-term relationship. We needed these older cats to "speed date" with with prospective adoptees.

Simple color copy mini-posters where customized to all available adoptees. 20 posters with 5 color options for each, and 30 headlines with unique charactor discriptor copy blocks meant every cat received a USP.

A generous amount of free fractional media in TimeOut New York, New York Magazine, The Village Voice and The Daily News helped the push.

Adoption Prospects showed up at the ASPCA already knowing the specific cats they wanted to meet.