Clients & Projects
Humane Society of the United States (HSUS)
Hurricane Katrina exposed the high rate of unaltered animals in Louisiana and Mississippi. The HSUS wanted to launch a communications campaign so more people would spay or neuter their pets. Prior to the campaign, more than 150,000 dogs and cats have been euthanized annually in these two states due to overpopulation.
PVG has assisted in developing strategy, communications materials and presentations.
- Defined and analyzed data for surveys and focus groups to gage pet owner attitudes, impact of potential messages and response to different types of ads
- Provided direction to advertising team through creative strategy and materials review
- Disseminated critical lessons learned at national conferences, so organizations across the country can improve results
Materials tested as a result achieved significantly higher impact. Piloting and rollout take place late 2008-2009.
Farm Sanctuary
PVG helped this leading vegan advocacy organization to navigate a major strategic planning process that refined its sense of mission and guided resource allocation. PVG developed extensive analysis on consumer attitudes towards veganism and animal protection that informed rebranding efforts, especially a redesigned web site and enhanced media outreach. Farm Sanctuary’s web site has improved outreach to new constituents as well as members and garnered three national awards. Media hits are at an all-time high.
Saving Animals New Mexico
Crafted identity materials and web concept for spay-neuter organization. Developed logo, stationery and home page based on research findings from project above with The Humane Society of the United States regarding what motivates people to spay and neuter their pets. Recommended name change to increase client confidence, resulting in adoption of current Saving Animals New Mexico brand.
Mississippi Spay & Neuter (MS SPAN)
MS SPAN is a statewide coalition recognized for excellence in collaborative efforts to end pet overpopulation. PVG worked with the organization to determine which method of spay / neuter assistance it could offer to low income owners on a financially sustainable basis. PVG also used research findings to shape copy, images and layout for new brochures to promote services and to raise funds. MS SPAN opened a new clinic in Jackson in the fall of 2008.
ASPCA
The ASPCA’s Mission: Orange brings resources and assistance to selected communities across the country seeking to end pet overpopulation and euthanasia. PVG has assisted the ASPCA in defining progress measures, analyzing data and communicating results. Team members use the outputs to identify the best opportunities to help animals. The most successful communities have saved hundreds more dogs and cats in 2008 compared to 2007.
Other Clients
Animal Protection
- Doris Day Animal League / Doris Day Animal Foundation (merged with The HSUS)
- Fund for Animals (merged with The HSUS)
- Psychologists for the Ethical Treatment of Animals (now Animals & Society Institute)
- PetSmart Charities
- SNAP (Spay-Neuter Assistance Program)
- United Animal Nations
Other Nonprofit
- American Health Care Association
- American Repertory Dance Company
Representative companies include California Federal Bank / First Nationwide, Capital One Financial, Government National Mortgage Association (Ginnie Mae) and MCI.
“To design is to solve human problems by identifying them and executing the best solutions.”
– Ivan Chermayeff
“Caryn’s ability to maintain a laser-like focus on outcomes and the divide between what is interesting versus what is actionable streamlined our project’s analytics, communications and strategy.”
Heather Cammisa
Spay/Neuter Initiatives Manager
The Humane Society of the United States
