Create an awareness campaign that inspires more residents to report animal abuse which increases the chance of stopping domestic abuse.
Launch a provocative outdoor campaign throughout Milwaukee's inner city that creates awareness for the connection between animal abuse and domestic abuse, since research shows that 76% of animal abusers also go on to abuse a family member. The campaign also reminds people to dial 9-1-1 to report animal abuse--something that most residents are unaware they can do. The startling, graphic billboards show an abused animal next to an innocent young child with the simple words, "he's next" or "she's next."
This low-budget campaign created widespread awareness for the cause, generating over $5 million earned media impressions in one month in Milwaukee for an issue that was completely unknown prior. The campaign is being looked at as a national model for creating awareness in cities across the country for the connection between animal abuse and domestic abuse by the National Association of Prosecuting Attorneys.