Challenges & Research
Struggling with how to impact people’s behavior over this daunting issue, in my six years of hands-on, grass roots concentration in multiple diverse communities, I found one common denominator: a lack of basic information, no thru-way or bridge to the existing resources that would certainly cause an impact in the number of companion animals that enter our shelters, and the number of dogs and cats roaming the streets without a home. 

It wasn’t apathy on the part of these pet owners; rather, it was a lack of thorough understanding.  The total lack of information on why to sterilize your animal, how and where to get it done, why to adopt a new pet from a local shelter, what kind of pets you can adopt from shelters, and how certain actions are considered cruelty to animals – all has never been communicated effectively or comprehensively in Los Angeles.

Solution
Back to the basics.  Marketing 101 if you will.  Focusing on three primary messages:  spay & neuter education, adopting animals from local shelters, and anti-cruelty; a series of posters were created with the intention of widespread distribution to increase awareness, educate and provide a resource.