If you stare at a shopping cart long enough in a store, it begins to look like a cage. And for some reason, our creatives stare at shopping carts a lot. It seemed the perfect symbiosis to mix media with our client, the Animal Welfare League. We approached local pet and grocery stores on behalf of our client, and the positive response to assist was overwhelming.

• There was a 10% increase in adoptions within the first week of media run.

• Shoppers were moved to action, which resulted in increased Web clicks and telephone calls from people inquiring about the campaign.

• Volunteer help increased by 27%.• Informal retailer feedback described ads as “impactful,” “important,” and "engaging.” • Animal Welfare League is running the campaign longer than originally anticipated.