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Article: Campaign: Happy Tails drives support for dogs serving overseas - Fundraising.
- Article from:
- PR Week (US)
- Article date:
- November 7, 2005
CopyrightCOPYRIGHT 2005 Haymarket Media, Inc. This material is published under license from the publisher through the Gale Group, Farmington Hills, Michigan. All inquiries regarding rights should be directed to the Gale Group. (Hide copyright information)
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PR team: Happy Tails Dog Spa (Tysons Corner, VA) and Jaffe Communications
(Cranford, NJ)
Campaign: Lapping up Support
Time frame: July to September 2005
Budget: dollars 1,235
When CEO Amy Nichols read about the overseas military dogs used for bomb-sniffing and security, facing oppressive heat and a lack of toys and equipment, she immediately wanted the company to help.
Working with Jaffe Communications, the team came up with a fundraiser classic that simply made sense - the dog wash. 'We felt it was the most patriotic thing we could do as a dog business - help other dogs serve our country,' says Nichols.
Strategy
Taking the nature of ...