Home > Out of the Cage! > September 2005 > Alliance Media Watch: New Mayor's Alliance Advertising Campaign Promotes Animal Adoptions in NYC

Alliance Media Watch

New Mayor's Alliance Advertising Campaign Promotes Animal Adoptions in NYC

"Is there room in your life for a homeless pet?" That's the question posed to New Yorkers on the street, thanks to a new Mayor's Alliance GoPOSTER ad campaign. Each of five striking images, clustered on street level poster boards throughout Manhattan and Brooklyn, poses the question and suggests a possibility: "Adopt a Little New Yorker Today."

The campaign, conceived for the Mayor's Alliance by veteran advertising creatives Jay Sharfstein and Chris Brignola of filter advertising, challenges New Yorkers with images of ordinary people in familiar settings, each with a vacancy sign designating a spot that could be occupied by a loving pet. Renowned photographer Phillip Toledano shot the visual images for the campaign.

"We believe the ads will resonate with New Yorkers," explains Jane Hoffman, president of the Alliance. "We want to help people recognize that their lives can be enriched by sharing them with a companion animal. What's more, we want to encourage people to adopt from a shelter or rescue group instead of acquiring one from a pet store or irresponsible breeder."

In addition to promoting shelter adoptions, the ads publicize three Mayor's Alliance/Maddie's Pet Adoption Festivals, including the upcoming Central Park event on October 2. The campaign, which will run through the first week of October, also includes GoCARDS — those "take me" postcards available in racks at many NYC restaurants and other establishments.

Click on the images below to view some of the "Vacancy" ads: