Paws4People Campaign
Objective
Build an understanding on the importance of assistance dogs for adolescents and teens of any and all disabilities. Break the stigma of what it means for a them to have an assistance dog.
Create brand awareness through a multi-channel ad campaign
Problem/challenge
There is a lack of education surrounding the positive use and importance. of assistance dogs for adolescents and teens, for any disability (both visible and invisible). Consequently, this has created a negative stigma around assistance dogs.
Opportunity
We want to talk to the people in the gap–the adolescents and teens (13-17) with disabilities both visible and invisible.
Insight
Adolescents and teens with disabilities already face a social stigma, especially when it comes to looking for assistance
Concept statement
Anything is (PAW)sible with Paws4people
Concepts
#1 OOH Ads
#2 Social posts
#3 Community-wide social events
Other project components
