PRSA Silver Anvil Case Study Search


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!

MyPRSA Login

Don’t have a MyPRSA login? Create a free account!

1-1 of 1 Result

Campaign to Find a Dog for Obama   Add to Cart Secured Document - MyPRSA Login or Purchase Required

Publication Date: 2009
Source: Silver Anvil Award of Excellence
Product Code: 6BE-0904D07
Organization/Author/Firm: American Kennel Club
Category: Special Events - Observances more than 7 days / Special Events - Observances
Industry: Associations - Nonprofits
Outcome: Raising awareness / Building brands

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 was launched, it has reached an audience of over 973 million.