Roles

  • Content strategy
  • Copywriting
  • Media outreach


The Goods

  • Social media contest
  • 40-page book
  • Book release party

Opening things up

People love to talk about their pets. Rather than control the narrative, we gave adopters an avenue to brag about their rescue pets, using a social media contest to tease the book and surface great stories. We featured the top three winners in the book.

A tale of thirteen rescues

Drafted from nearly two dozen interviews, the 40-page book follows 13 animals in and out of shelters. We curated the content carefully to create a feel-good read while touching on topics that impact rescue. Some examples:

  • Slider, a Lab-shepherd mix, was nearly euthanized before becoming a service dog for K9s for Warriors

  • Tiny, a 130-pound heartworm-positive mastiff, helped his new owner’s autistic son to engage with the world

  • Blaze, a fearless blind cat, showed his owner how wonderful a special-needs pet could be

Media pitches and the release party

Pitching the story, we secured media coverage online and in local newspapers/TV news reports. We used FOJA’s blog, email and social media to promote the book and invite people to the book release party held at the city shelter.

Epilogue: going home

The party was a wonderful success. People were able to see FOJA’s work first-hand, and pick up books and rescue-themed holiday gifts to raise funds. The best moment came at the eleventh hour when a dog was adopted. Wagging furiously, the pup left the party side by side with its new owner.

The photos in ‘Better Together’, a new coffee table book produced by the nonprofit Friends of Jacksonville Animals, get your attention. But the stories inspire.
— The Florida Times-Union