Spike & Biscuit Rebrand The Charleston Animal Society

Publication Date: 2009

Source: SO08 Silver Anvil Award
Product Code: 6BW-0901D02
Organization/Author/Firm: Charleston Animal Society,   Rawle Murdy
Industry: Associations - Nonprofits
Specialization(s): Community Relations
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2009 Silver Anvil Award Winner – Community Relations – Associations / Nonprofit Organizations

The non-profit John Ancrum Society for the Prevention of Cruelty to Animals (JASPCA) struggled with an overcrowded facility, virtually no name recognition and a poor community profile. Rawle Murdy helped the JASPCA redefine its image and raise community awareness of its mission and new location. The campaign rebranded the organization, increased visitation, boosted adoptions and educated area residents on issues like spaying/neutering by building buzz through a fun, interactive presidential election between a dog and cat. The campaign successfully repositioned the Charleston Animal Society as a positive force in the community culminating in a record number of adoptions in 2008.