The Spot Abuse Project is an effort being piloted in Milwaukee to become a new national model for reducing domestic violence in cities across America. Based on a study showing that 76% of those who abuse animals also abuse people, domestic violence and animal cruelty organizations partnered with law enforcement to encourage residents to dial 9-1-1 if they suspect animal abuse. The premise being that it is generally easier for people to report animal abuse than domestic violence, thus giving police more opportunities to uncover cases of domestic violence.
Whether serving those with disabilities, providing pet therapy, helping law enforcement or just being cuddly pets, animals do a lot for us. Knowing how amazing our furry little friends can be, the creative team imagined that, unfortunately through their suffering, could also be indicators of domestic violence. The executions used simple photography of cute pets to draw the reader into a checklist that added an animal’s surprising new ability to determine domestic violence. Body copy went on to inform people that if they called 9-1-1 to report an abused pet, they could be saving not just one life, but two.
The project’s web site has had over 6,000 visits since the launch and in the first six months of the campaign there was a 6% increase in calls to 9-1-1 reporting animal abuse.
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