A MORE HUMANE SOCIETY
The “End Petlessness” campaign was a long-running, Portland staple, but it came time to tell a larger, more complex story. A story that went beyond animal adoptions. So, we listened, we explored, and we took a pulse of the current state of the world.
CLIENT
HATS I WORE
🎩 Copywriter
🧢 Producer
PROBLEM
The Oregon Humane Society’s “End Petlessness” campaign was beloved but too focused on adoptions. They needed a fresh story that reflected their broader mission, including advocacy, education, and community support, while staying relevant in a changing world.
SOLUTION
We created the “A More Humane Society” campaign to showcase OHS’s expanded mission. With heartfelt visuals and impactful messaging, it told a story of compassion and invited the community to join a movement for a kinder world—for pets and people alike.
RESULTS
The campaign successfully repositioned OHS as a leader in humane advocacy, resonating deeply with the Portland community. It not only reinforced their long-standing reputation but also drove increased engagement, donations, and participation in OHS programs beyond adoption.
