Integrated Communication Campaign For the Wisconsin Humane Society
TNVR: Trap-Neuter-Vaccinate-Return. The proposed solution to the feral cat overpopulation problem
campaign goals 1 | Build awareness about issues related to feral cats, feral cat colony care, and the TrapNeuter-Vaccinate-Return (TNVR) method for reducing the number of free-roaming cats. 2 | Educate the public in an effort to overcome current misperceptions about feral cats and cat colonies. 3 | Encourage participation in a variety ways to promote TNVR and save feral cats.
4 | Lobby local legislators to sponsor new TNVR legislation and/or change public policy. 5 | Build a community of support for feral cat caregivers and other concerned individuals using social networks.
key research findings • lack of awareness about issues related to feral cats and the TNVR initiative. • misperceptions about feral cats • misunderstanding of overpopulation issues and conception of euthanasia as a viable option
campaign objectives • Increase Milwaukee County residents’ awareness about feral cats and TNVR by 15% by end of 2009 • Recruit 15 new feral cat caregivers and 10 volunteers • Inform four local veterinary practices about feral cats and TNVR • Raise fund and obtain “Wish List” items for WHS • Build Feral Cat Advocacy Alliance • Activate 1,500 people to write to their elected officials • Enlist elected officials to introduce TNVR legislation
communication strategy • traditional public relations and advertising tactics • Save the Cats website and social media (blogs, RSS, Facebook, Myspace, social networking, YouTube) • viral communication
website
media tactics
traditional media • Media Kits
• Press Releases
• Brochures
• Bus shelter ads
non-traditional media • Public Demonstrations • Advertising Competition • Food Industry Outreach
public demonstration
public demonstrations • Cathedral Square Park • Street Stickers • Feral Cat Light Show
promotion
promotion items • Coasters • Water bottles
bus ad competition • Design bus ad panel by Milwaukee college Students judged by local professionals
Myth busters front
back
bus shelter advertising
outside shelter
inside shelter
social media & viral communication Social Networking Site
retro cat clock widget
social media
MySpace “Home Page” Flair”
Facebook “Pieces of
edugame
“The Perils of Felicity Feral� online, interactive edugame.
online quiz
special events College Move-Out
May 4-9, 2009
May 11-16, 2009
May 18-23, 2009
open mic night
lobbying • Op-ed piece • TNVR Petition • Advocacy Brochures • RSS and blog • E-mail outreach