My roles: Research, Concepting, Art Direction, Copywriting, Graphic Design, Production
Creative Partner: Bre Jacobs
Purina's Purple Leash Project is a charitable partnership between Purina and RedRover that was created to advocate for and aid the needs of domestic violence survivors with pets to keep them together. It accomplishes this by collecting funds to help domestic violence shelters around the country in their efforts to become pet friendly.
Almost half of domestic violence survivors delay leaving an abusive situation because they don’t want to leave their pets behind. And only 15% of shelters accept pets. More could if they'd receive funding to carry out the necessary upgrades and renovations needed to house animals too. (The cost for making a domestic violence shelter pet-friendly starts at $100,000. Since this tremendous issue calls for a tremendous amount of money, we’re going to focus on pet lovers with the most resources by targeting the wealthy. We do this with The Pet Gala and Designer Poo Bags.
The Pet Gala will happen in 4 parts.
Launch: The October Issue
Event: The Pet Gala
Action: The Exhibit
Bang: The Met Gala
PART 1 (LAUNCH): THE OCTOBER ISSUE
PART 2 (EVENT): THE PET GALA
PART 3 (ACTION): THE EXHIBITION
PART 4 (BANG): THE MET GALA
Launch: THE OCTOBER ISSUE
In similar fashion to Vogue’s notable September issue, we will launch a deluxe issue of Vogue in October (for Domestic Violence Awareness month) to build hype for the upcoming Pet Gala and the following art exhibition.
The October Issue: The Importance of Companionship and Shelter features our Pet Gala host: domestic violence advocate and avid dog lover Jessica Chastain. The issue focuses on the importance of pet companionship and the current state of limited domestic violence shelters across the nation.
MAIN EVENT: THE PET GALA
The Pet Gala will kick off on Purple Thursday, October 20th, 2022 (which is Domestic Violence Awareness Day) with our purple-carpet event at the Metropolitan Museum of Art. Celebrities and their pets will show off their coordinated attire on the purple carpet before touring the newly unveiled art exhibition, The Magnitude of Companionship.
EXHIBIT: THE magnitude OF COMPANIONSHIP
The Magnitude of Companionship exhibit will feature portraits of abuse and trauma survivors with their pets, artifacts of pets that have saved humans lives, and famous figures with their animal companions; all connecting to the gala theme of the cruciality of animal-human togetherness.
Exhibition tickets will be available to the public immediately following the gala and available through the following May. All ticket proceeds will go towards the Purple Leash Project.
FINAL PR STUNT: CRASHING THE MET GALA
Just before our exhibition ends in May, we will capture a final burst of attention at the Met Gala.
As a last hurrah, we will have Jessica Chastain, along with a few other pet-owning celebrities, team up with designers to make matching purple outfits for them and their pets to wear together at the official Met Gala. This will stand as a symbol of connection between people and pets but also to show solidarity with domestic violence survivors.
Our celebrities and their pets will direct people to visit the exhibit in all their red carpet interviews, funneling more media attention and exhibition ticket proceeds to Purina's Purple Leash Project.
