This one has nothing to do with children necessary (except that children and adults alike can benefit greatly from caring for animals) but if there are animal lovers reading this, then you'll appreciate it :)
The Shelter Pet Project Campaign uses the slogan #StartAStoryAdopt. There's a picture of pets who are now all over social media- Toast Meets World, Keyboard Cat, and Hamilton Pug. Social media and the internet itself has pictures and stories about these pets and their unique relationships with their adoptive human parents. The main objective for Shelter Pet Project Campaign is to spread awareness about the need for shelter and rescue pets to be adopted, and the hope that people will make it their first priority when considering getting a pet.
I think their message is great! It's a call to action, which is the effective way to frame an advocacy message. I also feel that coming from a comical and endearing angle adds lightness and welcomes people in more. I know other campaigns that show the horrors and sadness of some shelter pets. It's devastating and definitely a reality. It works to touch hearts and increase empathy for sure. I feel that adding this lightness, though, takes a lot of pressure off the audience, and creates an excitement and wonderment, which is a great way to mobilize!
AdoptUSKids.org used a similar approach in their initiative to find families for the thousands of teenagers in foster care. They used the message "you don't have to be perfect to be a perfect parent." Apparently, their latest ads have been using the widely renowned parenting books What To Expect When You're Expecting to spread comical tutorials and guides to raising a teenager. This strategy is similar to the Shelter Pet Project Campaign in that it uses what I'll call, endearing comedy or endearing lightheartedness. The idea of adoption is quite overwhelming, especially when considering an almost fully grown child who has gone through very trying times in their young lives. Just like the Pet Project, they steered clear of the heart-wrenching messages and showed a softer more fun side. By using laughter, people are freer to envision their lives with a teen and wonder about all the greatness and love that can be had in that experience. I am tired of all the negative messages concerning teenagers and teenagehood in general. Let's change that narrative, please.
I am grateful to have drawn this connection between the two ads because I can really see the power in this message strategy. It's so honest and hopeful, and I am interested in considering this angle when coming up with new Advocacy messages myself.



