Home > Out of the Cage! > November 2004 > The Alliance in the Media: Rational Animal Harnesses the Power of Media for NYC's Homeless Animals

The Alliance in the Media

Rational Animal Harnesses the Power of Media for NYC's Homeless Animals

Orange ribbons. Trails to Tails adoption maps. Public service announcements. NYC's no-kill initiative is rapidly moving forward, and Rational Animal is helping to steer the course.

Founded in 2002 by Susan Brandt, a television programming professional and animal welfare activist, Rational Animal is a non-profit, all-volunteer organization that uses the power of media to promote the welfare of at-risk animals. This troupe of accomplished professionals, bound by their common love for animals, donate their skills — ranging from illustration and design to film, photography, and television — to projects aimed at motivating people to get involved in helping at-risk animals. "Rational Animal could be considered a model used by any city that wants to create a no-kill campaign," says Susan.

When Susan learned of the Mayor's Alliance and its goal of creating a no-kill NYC, she developed a list of campaign ideas that could help give the Alliance a public voice. The Alliance provided the fledgling organization with a source of support and focus for its efforts. "So many interesting ideas were brewing, and I knew that, with some coordination, we could get organized to produce a whole slew of media messages to help improve the welfare of companion animals in NYC," she says.

Beginning with its "Adopt a Little New Yorker Today" campaign, Rational Animal has promoted shelter adoptions in ways that are reaching more New Yorkers than ever before. For example, the orange Animal Guardian Ribbon, which echoes the orange neon "Adopt Me" vests worn by animals at shelters and adoption events, provides an excellent conversation piece for people to wear in support of their love, compassion, and support for at-risk animals. "It enables everyone to get involved in conversations about at-risk animals, and specifically NYC's no-kill effort." say Susan. "With so many ribbons representing human causes, the orange ribbon can symbolize our support for issues experienced by non-human animals considered at-risk."

The Animal Guardian Ribbons, for which partial funding was provided by In Defense of Animals, are distributed attached to an information-packed illustrated bookmark. They are available throughout NYC — at Mayor's Alliance Pet Adoption Festivals, shelters, and pet supply stores. Ribbons also can be acquired by sending a self-addressed, stamped envelope to Rational Animal, 7 Cornelia Street #1E, New York, NY 10014. Hundreds of the ribbons and bookmarks have been distributed throughout the city's five boroughs, and hundreds more have been shipped to locations throughout the U.S. A Spanish language version currently is being developed.

Another Rational Animal inspiration is the recently published Trails to Tails map — NYC's first-ever adoption map and guide. Created in large part through the efforts of Rational Animal's Laura DiMeo, who saw the project through from start to finish, the guide (which is available at many pet supply stores, animal shelters, and at adoption events) easily steers New Yorkers to their local neighborhood animal shelters, rescue organizations, and public dog runs. The possibility of an interactive, web-based version of Trails to Tails is being explored by the organization's creative masterminds.

On December 1, 2004, Rational Animal will unveil Gingerbread Homes for Animals, a five-day education and fundraising event at the Dana Discovery Center in Central Park. An imaginative experience for animal-lovers of all ages, master pastry chefs will donate their gingerbread creations with animal themes for a fun holiday exhibit and tribute to some of NYC's at-risk animals, including cats, rabbits, reptiles, amphibians, and birds. Set on the picturesque shore of the Harlem Meer, this event brings free animal care workshops to the public daily, and raffle tickets will be sold for a chance to win one-of-a-kind edible gingerbread sculptures. Also featured will be a gingerbread cookie sale and Gingerbread Homes Kits that help people create their own gingerbread houses for the holidays. All proceeds from the event will be donated to the Picasso Fund and Rational Animal.

Within the coming months New Yorkers will be treated to four new public service announcements produced by Rational Animal. The PSAs, developed for television in English and Spanish, advocate shelter adoptions and promote NYC's BigApplePets adoption web site. Also on the horizon is a postcard campaign promoting the local public access cable television series, Animals Who Need Homes Now, which features a slide show of animals currently at AC&C; a radio PSA promoting dog licensing, and more uses of television technologies to promote animal adoptions.

Susan, who says she derives her inspiration from her adopted dog, Jackie, her family, her board of directors and advisors, and an incredibly creative and talented volunteer staff, looks forward to continuing to generate new ideas that will move the Alliance forward in its mission. As each project is completed, she explains, "we look to the next important message we need to get out to the public that will help to increase everyone's contribution to a no-kill NYC. We will track the success of each project so that we can continue to make an impact."

To learn more about Rational Animal and how you can support its work through volunteering or donating, please visit its web site at www.rational-animal.org.

Late Breaking News! Rational Animal just announced that it will have a booth at the Beastie Boys concert at Nassau Coliseum on November 12, 2004, where volunteers will distribute Trails to Tails maps, Animal Guardian Ribbons, and announcements for the Gingerbread Homes for Animals event. For additional information, visit www.rational-animal.org.