ASPCA, American Society for the Prevention of Cruelty to Animals, has worked with Saatchi & Saatchi, New York, to produce an integrated advertising campaign raising public commitment to joining the cause of preventing animal cruelty. Print advertisements in New York read, “Whatever you can imagine, we’ve seen worse. Last year the ASPCA handled over 65,000 cruelty complaints. 4.500 here in New York City alone. To learn how you can help prevent cases like this, visit ASPCAspeak.org.” The web site provides case studies of cruelty to animals, explains the two kinds of abuse: neglect and intentional cruelty, and provides starting points for people who want to something about what they’ve learned.
The ASPCA campaign was developed at Saatchi & Saatchi New York by creative directors Tony Granger, Jan Jacobs and Leo Premutico, copywriter Jake Benjamin, art director Mark Voehringer, account supervisors Jane Quelch/William Platt- Higgins/Tyra Hillsten/Chritina Montero, typographer Kevin Li, and photographer Kenji Toma.