Collaborating with professional model Kiley Wirtz Jennings, this campaign aims its crosshairs at the mistreatment of animals by pet shops and puppy mills. In addition to professional models, this integrated media campaign includes the participation of many photographers, videographers, make-up artists, and stylists in order to help spread CAPS’ mission. CAPS two primary goals include the investigation of federally licensed commercial dog breeders and brokers to determine their compliance with local, state and federal laws under the Animal Welfare Act as well as their humane treatment of animals. The campaign commenced in 2012 and has utilized advertising components including print ads, billboards, transit posters, public service announcements airing across the country through PBS, as well as several other public relations and marketing efforts. Since launching the project, this campaign has garnered more than 1,400 fans on Facebook and over 500 LinkedIn connections.
The Companion Animal Protection Society is the only non-profit organization dedicated soley to the protection of companion animals, particularly the suffering and mistreatment of pet shop and puppy mill dogs. It all began when Deborah Howard, president of CAPS, reacted to the dreadful conditions she witnessed at a Doktor Pet Center in 1989. Along with the foremost puppy mill investigator in the country Robert Baker, Howard helped expose and bring down the company in February 1993 after generating two 20/20 exposes and articles in both People and Life. These exposes revealed the hardship and suffering experienced by puppies in these mills and the company, which was responsible for 300 franchises at the time, was forced to close down as a result.
Since then, Howard, Baker, and the rest of the CAPS team have helped animals in need by actively addressing the abuse and cruelty of companion animals through investigations, education, media relations, legislative involvement, puppy mill dog rescues, consumer assistance, and pet industry employee relations. In order to make a donation to this company please visit this page.
Watch this video to find out more about this campaign: