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Article: Campaigns: ASPCA takes lead in relief effort.(American Society for the Prevention of Cruelty to Animals)
- Article from:
- PR Week (US)
- Article date:
- May 22, 2006
CopyrightCOPYRIGHT 2006 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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ASPCA
PR TEAM: American Society for the Prevention of Cruelty to Animals (New
York) and GS Schwartz & Co. (New York)
CAMPAIGN: No Pet Project for the ASPCA
Duration: August 29, 2005 - ongoing
Budget: Less than dollars 100,000
'With the Florida hurricane, we raised a modest amount of money and gave (it) to shelters in the area,' says Jo Sullivan, ASPCA SVP of development and communications. 'We thought that's what we'd be called on to do again. We aren't trained in disaster relief.'
The ASPCA decided to set up and lead a coalition of more than 400 animal welfare organizations, bolstered by a media relations effort.
STRATEGY
Tens of ...