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're doing this with The Pet Gala and Designer Poo Bags.
Wealthy people spend much more money than most on everyday items. They love having things other people can’t, and they’re able to spend lots of money on them because they can.
We’ll give them a good reason to spend that money.
