After Katrina - Improving the Lives of Gulf Coast Dogs & Cats

A Social Marketing Campaign to Change Social Behavior Related to Companion Animal Care


Background
When Hurricane Katrina devastated the Gulf Coast in 2005, the already serious pet overpopulation problem in Louisiana and Mississippi worsened since millions of residents were displaced and forced to leave their pets behind, or couldn't take them along. Additionally, the warm climate created a longer breeding season for strays. In LA & MS, spay and neuter rates are lower than the national average and shelters in those states take in 230,000 animals each year - more than half must be euthanized because there aren’t enough homes.

The Program
To address the pet overpopulation problem, the Humane Society of the United States and pet rescue foundation Maddie’s Fund partnered to create the “After Katrina” campaign to help reduce pet overpopulation in the Gulf Coast. The program targets pet-owning families in LA & MS to spay and neuter their pets.The budget included $375,000 for social marketing research, $850,000 in shelter grants and $2 million for the outreach campaign. The campaign has two components: a research and outreach campaign and partnerships with 54 shelters in LA & MS. Each shelter received a grant between $10,000 and $20,000 and in return for the grants, they will track and report all animals with a unified system from 2005 to 2010 to help with the evaluation.

Research - Stage 1
From October to December 2006, program planners gathered extensive background data about pet owners in LA & MS, including demographic information and attitudes toward spaying and neutering, as well as who adopts from animal shelters and why. The methodology included a Random Digit Dialing telephone survey with about 1,000 pet owners. Research findings from this phase found:
- 50% of dogs had not been spayed or neutered, and 25% of cats hadn’t
- Animals adopted from shelters more likely to have been S/N
- People do S/N because it is the right thing to do, reduces pet overpopulation, don’t want more pets, and it prevents medical problems.
- People don’t S/N because of the cost/inconvenience, they haven’t gotten around to it, don’t believe they need to, and wouldn’t be able to breed their animals.

Research - Stage 2
The second stage of research, from January to September 2007, included eight focus groups (6 non-doers, 2 do-ers) and the goal was to test the messages to discover what would influence people to S/N their pets. Planners found that:
- Spay and neuter ads with animals that conveyed guilt, humor, and cuteness or contained illustrations did not work with participants. However, real photos of animals along with the concept of euthanasia were very compelling.

Audience Segmentation
The campaign focuses heavily on the pet-owners in LA & MS that haven’t gotten around to spaying or neutering their pets or didn’t have the knowledge about the importance of doing such a behavior (more than 30% of respondents in formative research) These “low-hanging fruit” are easier to reach than pet owners who are opposed to spaying and neutering and desire to breed their animals.

Implementation
The After Katrina campaign component launches in fall 2008. Plans include low-cost or free S/N programs at local shelters and veterinarians across LA & MS, in addition to a (1-800) number residents can call to find the closest program; advertisements/flyers/posters/PSAs; and grassroots campaigning.

Social Marketing
This study qualifies as social marketing because:
- The program’s desired behavior change benefits society (and animals);
- The behavior is observable, measurable, specific, feasible, and is directly linked to reducing pet overpopulation
- Planners conducted extensive formative research and "listened" to consumers to determine determinants of behavior and barriers
- The consumer is at the center of the campaign’s design

More Information
http://www.hsus.org
http://www.maddiesfund.org