The Situation
Petcare provider Stand For Animals was born 15 years ago to stand in contrast from other for-profit clinics – as an intentionally affordable and equitable place to get high-quality care. With household budgets continuing to be stretched and affordability concerns surging (37% of U.S. adults now say they don’t even have the funds to cover an unexpected $400 expense), we needed to communicate the lifeline the brand represents and drive donations to help keep those operations intact and available to pet parents.
The Insight
To drive true emotional connection to the brand’s critical services and engagement with its fundraising efforts, we needed a call-to-action that wasn’t just heard…but also, felt. The plea would come pet-first.
The Solve
The answer was a first-of-its-kind experiential art exhibit that’s both touching and tactile. Featuring lifelike felted portraits crafted by an Etsy-based textile artist, the 20+ pieces were created to honor pet patients past and present while driving donations to fund clinic operations and keep (and expand) their affordable services for a community that desperately needs it. Made to be touched, petted and booped, each floofy piece was also crafted to be clicked…via a QR code that shares each pet’s story and gives viewers an opportunity to donate and support the mission. Part of a larger campaign that features targeted digital, out-of-home and organic social, the mobile experience debuted at the brand’s flagship Charlotte clinic, with stops at other select locations coming soon.
