Humane Society of the United States

Challenge: The Humane Society of the United States is an impassioned voice for animals by raising awareness and impacting legislation at the national and/or state levels. HSUS addresses highly controversial and typically complex legislation–often through issue advertising with merely days' notice before legislative action. Short on time, HSUS needed impactful campaigns that raised awareness and rallied the masses.

Solution: PIE partnered with issue and policy advertising agency TenCAPITOL to create an insight-based process that allowed us to swiftly create attention-grabbing print and outdoor advertising campaigns. We quickly absorbed complex issues, found key insights and gave voices to the animals that couldn’t speak for themselves.

Result: Not only did the cause marketing campaigns help deliver positive legislative results, but many gained extra media attention through local broadcast, radio and newspapers, which helped sway public perception for the Humane Society of the United States initiatives. In Texas we ended horse slaughter, in Pennsylvania we battled caged pigeon shoots, in California we protected condors, and in Maryland we saved black bears.