PRSA Members: Log in to view locked articles.
Not a member? Log in to view any locked articles you have purchased, or join PRSA today!
Don’t have a MyPRSA login? Create a free account!
2009 Silver Anvil Award of Excellence Winner – Events And Observances - More Than Seven Days – Associations / Nonprofit Organizations
The American Kennel Club launched its “Presidential Pup” campaign after learning about Barack Obama’s promise to his daughters that – win or lose – they would receive a dog after the election. Since educating the public about how to choose the right dog for their family is a key AKC mission, we felt using the Obamas’ search for a dog would allow us to model the correct process for millions of Americans and position the AKC as an informational resource. Since the campaign and its accompanying Web site www.presidentialpup.com was launched, it has reached an audience of over 973 million.
