Target: David Lauren, Executive Vice President of Advertising, Marketing and Corporate Communications
Goal: Thank Ralph Lauren for helping shelter animals find new, loving homes
Recently, an advertisement by New York fashion house Ralph Lauren has resulted in the adoption of many shelter dogs. The ad, with help from the American Society for the Prevention of Cruelty to Animals, was to promote a new fall fashion collection, and the canine subjects were chosen in honor of October’s status as Adopt a Shelter Animal Month.
The ads feature shelter dogs lounging in custom carrying bags, and comfortable in warm sweaters. Everything but the animal is in black and white, leaving the colored animal the star of the show. The ad suggests that there’s no need to pay an exorbitant sum of money for a dog when there are so many lovely animals in shelters already.
Following the two-and-a-half minute clip, every dog used in the ad was promptly adopted to a caring home, and even more dogs after that. Roxy, a brown and black miniature dachshund, has found a new home in Montauk, New York, where she likes to play tug of war on the beach with her new owner. Another dachshund was adopted by two women, and enjoys making new friends in her neighborhood, according to the Ralph Lauren website.
Ralph Lauren will also be donating 10% of all the proceeds from its Fall collection to the American Society for the Prevention of Cruelty to Animals. The donation will go a long way in helping to feed, house, and sterilize pets as they wait for adoption. The money will also be used on other fundraising campaigns.
Ralph Lauren’s efforts to help find shelter pets a new home sets a positive example for consumers as well as other designers. The campaign successfully saw many dogs and even some cats adopted. Your signature will thank Ralph Lauren for bringing attention to shelter overcrowding issues.
Dear David Lauren, Executive Vice President of Advertising, Marketing and Corporate Communications,
A recent ad by Ralph Lauren for its fall fashion collection featured shelter dogs waiting for adoption. The campaign resulted in all of the dogs featured, as well as other dogs and even some cats, being adopted. The ad suggests that there are many beautiful animals waiting for adoption in shelters, and that purebred dogs straight from the breeder aren’t always the best choice. Ralph Lauren also announced that 10% of the proceeds from the fall line will be donated to the American Society for the Prevention of Cruelty to Animals.
The ad was not only immediately helpful in finding homes for those particular animals, but will help to change the way people think about bringing a new pet into the family. Thank you for your efforts to find homes for the many pets living in shelters across the country.
[Your Name Here]
Photo credit: Klearchos Kapoutsis via Flickr Creative Commons