Thousands of cats and dogs euthanized annually
The Humane Society for Tacoma-Pierce County was in search of a new approach to share the message of pet overpopulation.

Stark statistics, powerful messages
So, how can a campaign be successful without cuddly kittens and puppy dog eyes? With the power of numbers. JayRay's End the Heartache campaign for the Humane Society for Tacoma-Pierce County relied on the startling facts to launch the effort to end unnecessary euthanasia. Stark red-and-black billboards simply read "2,453 killed" and "14,571 abandoned" to tell the ugly side of pet overpopulation. The campaign also introduced the Humane Society's goal to become a no-kill shelter.

In-your-face approach brings change
An End the Heartache campaign launch event made news with all the major Puget Sound broadcasters, plus significant news and editorial coverage in daily and community newspapers. The in-your-face crusade got results. Within four months donations increased 50 to 70 percent. In the first nine months, the number of adoptable dogs euthanized was reduced by half.

Advertising; Branding; Public Relations; Graphic Design; Research