Hard days for copywriters nowadays. Each message should be as compact as possible.
Not for The Animal Care Society, a nonprofit that saves dogs and cats from euthanasia.
Rather than using disturbing imagery, they chose to tell the uplifting true story of Betsy, a dog that was actually saved by The Animal Care Society (ACS).
Nice work! And smart that they use the same story on the ACS homepage.
Related posts about copy:
- Does this literacy campaign prove that nobody reads copy anymore?
- Children who watch their parents smoke
The Animal Care Society
Creative Director/Writer: Kevin Miles
Creative Director/Art Director: Carl Koestner
Photographer: Dan Goldberg (tabletop) Photographer: Alexandria Koestner (dog)
Creative Retouching: Giannini Creative