Finding homes for adorable, loving animals seems easy. However, at the Animal Care Centers of New York, the state’s only open-admission shelter system, a staggering 35,000 unwanted pets are taken in yearly. Our success would be measured solely on an increase in annual pet adoptions – a daunting yet motivating task.
To convince people to open their homes to a furry family member, we knew we needed to build a connection between them and these animals they had never met. Utilizing data, we were able to determine that New Yorkers are not only proud of where they live but also have a strong commitment to the place they call home, no matter where they come from. Through this pride, we found that many New Yorkers are sincerely committed to helping other New Yorkers in their moments of need.
The connective tissue we harnessed was their shared sense of identity, not only as New Yorkers, but as diverse creatures living in a melting pot like no other. Much like their human counterparts, these pets were something special; a breed of their own.