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The American Society for the Prevention of Cruelty to Animals (ASPCA) is one of the largest humane societies in the world that has rescued over “47,000 animals, 4,756 adoptions, $12 million grants given to animal welfare organizations and 89,768 neuter surgeries performed.” (ASPCA.org.) The organization caters to helping animals and showing that animals should be respectively treated by humans. “The ASPCA’s mission, as stated by founder Henry Bergh in 1866, is to provide effective means for the prevention of cruelty to animals throughout the United States.” (ASPCA.org). The ASPCA is known worldwide and many individuals including celebrities and organizations team up with ASPCA to spread awareness and get the word out.

Events

Since animal cruelty is a worldwide issue, it’s a no-brainer that ASPCA would throw extravagant events to honor those who have taken the time to fight the problem. An innovative way that ASPCA executed a tactic to show awareness is by throwing its Annual Humane Awards Luncheon. The luncheon is dedicated to acknowledging animals and humans who have “demonstrated extraordinary efforts” for animal welfare. While attending, recipients will be awarded in various categories like “ASPCA Dog of the Year, ASPCA Cat of the Year, ASPCA Tommy P. Monahan Kid of the Year Award, ASPCA Public Service Award, ASPCA Henry Bergh Award, ASPCA Equine Welfare Award, ASPCA Citizen Hero Award, and the ASPCA Presidential Service Award.” (ASPCA.org). Throwing this prestigious award ceremony excites individuals because everyone wants to win an award and be honored. So this event increases the action of donating and also getting involved and fighting animal cruelty.

Another event that boosted donations and involvement is the annual ASPCA Bergh Ball. ASPCA is known for its Bergh Ball because it attracts over 350 community leaders, animal enthusiasts, celebrities, and generous donors who donate money to stop the critical conditions of animals internationally. The prestigious “black-tie event is hosted in New York, New York, and is directed by fashion designer Isaac Mizrahi and honored editor and columnist David Patrick Columbia with the ASPCA Voice for Animals Award. (ASPCA.org.)

Additionally, they also share awareness articles on the organization’s website by posting weekly. The articles include tips on how to stop animal cruelty, facts on how you can adopt, and news videos including celebrating the fifth-year partnership with NYPD. The video showed various shots of different animals coming into the facility bruised and abused but in the end being adopted by their new owners. “This unique partnership has made strong and measurable progress for New York City’s abused and neglected animals, with the NYPD making nearly 700 arrests in the last five years and the ASPCA treating more than 3,300 victims of alleged animal cruelty.” (PRNewswire.com). The two-minute heart-warming video also included an NYPD police officer Michael Pascale, who spotted a cold, wet, shivering black pit bull tied to a fence. He brought the dog to ASPCA and after months of thinking about him, he eventually adopted him and named him Joe.

Partnerships

Since ASPCA is known worldwide, it’s obvious that celebrities/public figures would play a huge role in increasing adoptions, awareness, and donations by throwing events. The ASPCA partnered with New York City tattoo artist and reality star Megan Massacre for their fifth “Tats ‘N’ Tails” art and adoption event. Megan Massacre is best known for appearing on “NY Ink,” “TLC America’s Worst Tattoos,” and “Fuse’s Bondi Ink.” Massacre also has over 1.5 million followers on Instagram and 250,000 followers on Twitter. The event provided guests with some animals who were adoptable from the ASPCA, a photo booth, prize giveaways and the opportunity to get tattooed by the famed tattoo artist. Megan offered a plethora of custom animal-themed tattoos available for $100 or more and” as a token of her appreciation, she will generously donate all of the profits to the ASPCA. Those who adopted were given a t-shirt and entered into a raffle to win a $1,000 tattoo session with Megan. Massacre said in an interview “Mobile adoption events like Tats ‘N’ Tails make adoption more accessible to the general public, helping more shelter animals find safe and loving homes.” (ASPCA.org).

ASPCA also successfully partnered with Bethenny Frankel, who recently partnered with the Scruff-a-Luvs Real Rescue and the ASPCA for October, which is officially “Adopt a Shelter Dog Day” to influence people to adopt dogs during the month. Scruff-a-Luvs and ASPCA have teamed up together to teach children to be empathetic to their pets. “A Scruff- a Luvs is a packaged pet that arrives as a matted ball of fur with only its eyes showing. To reveal the mystery character, kids must wash, towel dry, blow dry, then brush and style the animal’s fur. Each Scruff‐a‐Luv comes with a collar, a name tag, an adoption certificate, a brush, and hair clips.” (Thetoyinsider.com). “Additionally, Scruff-a-Luvs is covering adoption fees today and every Monday throughout October for those who adopt a dog or a cat from the ASPCA Adoption Center on New York City’s Upper East Side. Scruff-a-Luvs is a proud supporter of the ASPCA and, through consumer purchases, has donated $250,000 to the nonprofit organization over the past two years.” Frankel also revealed that adopting has provided both her and her daughter, Bryn, 9, with a constant source of humor, love, and companionship. Not only that, but her adopted dogs have also helped Frankel impart important lessons to her only child.” She stated in an interview, ‘3.3 million dogs enter shelters every year, which is a real major number. Millions of dogs have amazing personalities, you get a unique breed that isn’t something you can pinpoint and it’s not a designer dog. I do judge when someone says they got their dog at a breeder or a pet store.’ (Aol.com).

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ASPCA and AmazonSmile have partnered together in October for Adopt a Shelter Dog Month. “This means that 5% of the purchases made on AmazonSmile from October 29 through November 2 will be donated to the charity of your choice.” (ASPCA.org.) The collaboration also gives future adoption owners discounts on supplies for their animals. They also have an ASPCA Complete Adopt-a Puppy Set. Also located on the Amazon page are lists of shelter dog stories.” Also, ASPCA is partnered with AmazonSmile which has generated over $1.4 million in donations.” (ASPCA.org).

ASPCA has partnered with another international company, Subaru. Subaru is expanding its devotion to animal cruelty by establishing “National Make A Dog’s Day” on Oct. 22 in partnership to increase donations and adoptions. “Since 2008, the automaker has donated nearly $25 million to the ASPCA. Working closely with the ASPCA, the automaker will champion special needs dogs, specifically senior dogs, amputees, visually and hearing-impaired dogs, and dogs with birth defects. To support the initiative, Subaru is launching a campaign from Carmichael Lynch, with dog-focused commercials airing throughout October across broadcast and digital platforms.” (PRweek.com). “Throughout October, selected Subaru retailers across the country collected unused pet supplies and donated 5,500 shelter supply kits and 4,800 new pet parent kits to local shelters. More than 100 participating Subaru retailers will work in conjunction with animal shelters in their communities to host pet adoption events.” (PRweek.com).

Campaigns

Campaign Orange is a campaign used to bring together all the animal agencies and organizations in several cities that ensure the highest possible level of collaboration. By giving and making the campaign orange, the goal was to “give the effort a greater resonance so that ultimately we hope it will be identified in the average person’s mind that orange is for animals.” Also, the organization conducted extensive internal communications and sent out information on the new campaign to the ASPCA’s approximately 450,000 newsletter subscribers. Though the group says it’s still too early to calculate the objectives in the target cities, the campaign was widely spread with great coverage from outlets including “NY1-TV, CBS’ The Early Show during weather segments, The New York Times, The Tampa Tribune, Austin-American Statesman, and other local TV, radio, and print outlets.”(PRweek.com). Also, surveys conducted showed that the ASPCA found a ‘significant increase in awareness of the ASPCA in general with the chosen cities.

The “Find Your Fido” campaign is running throughout October for exposure to dog adoption, animal shelters, and animal organizations. “After becoming a Find Your Fido ambassador, animal shelters are asked to promote their “Fidos” by using the #FindYourFido hashtag on every social media post, involving their local influencers and community, hosting Fido-themed adoption events, and coming up with creative ideas to promote shelter adoptions.” (Americanveterinarian.com). Even though, a rescue dog is the face of the campaign, Fido is any dog according to the ASPCA, “Fido represents any dog in any shelter, in any city or town. Fido could be big or small, fluffy or sleek, lazy or playful but most importantly, every Fido needs a home.”(Americanveterinarian.com). “Although great progress has been made to increase animal adoption across the country, there are still millions of dogs waiting each year for safe and loving homes,” said Matt Bershadker, president and CEO of the ASPCA. “Fido represents them all, and we hope his presence will inspire people to adopt and foster pets, spread awareness, and celebrate how much adoptions benefit both pets and their owners.” (Americanveterinarian.com).

Grants

Also, ASPCA allows people to receive grants through various forms. This tactic reinforces the need to make a change and fight animal cruelty. “The ASPCA Anti-Cruelty Grants Program, which is used to support non-profit organizations. Emergency and Disaster Grants, funds organizations and government agencies whose communities suffer the impact of natural and other disasters. ASPCA Spay/Neuter Alliance- Veterinary Student Travel Grants, this grant is used to provide travel expense grants of $2,000 each to veterinary students with financial need from Washington State University, the University of Minnesota, and the University of Wisconsin–Madison, to travel to the ASPCA Spay Neuter Alliance* Clinic in Asheville, NC.” (ASPCA.org).

April marked the ASPCA’s 150th anniversary and in honor of this incredible milestone. For 150 days between April and September, community leaders from across the country nominated their favorite shelter or rescue group for the opportunity to win a $150,000 grant. After receiving thousands of nominations from across the country, the winner was Jefferson Parish Animal Shelter in Harahan, Louisiana which received $150,000. The other receptions were given $15,000. ASPCA started a “150 Days of Rescue” campaign video which featured celebrity voices with talking dogs. The video included Ke$ha, George Lopez, and Lakeith Stanford. 

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