CAWS Concept Work

We worked with Karen Kaminski to create a concept campaign for Community Animal Welfare Society (CAWS), a no-kill “shelter” that is really a network of volunteer foster homes. The more foster homes for pets they have, the more animals they can save from regular (kill) shelters.

However, people either don’t know that foster homes are needed or are not sure what being a foster entails, perceiving it as “too complicated” or “not worth it.”

This awareness campaign for CAWS focuses on recruiting more foster volunteers—not adopters—by showing the rewards of being a foster.

The campaign shows the lifestyle change that comes with fostering but frames it as a positive. Using images of adult animals keeps the campaign promise realistic, as the majority of pets in need of help are full-grown.

caws-addl-02Printcaws-workoutpartnerSawaya Consulting - Community Animal Welfare Society (CAWS) Concept Work

Project Highlights

  • Simplifies and delivers a high-impact message.
  • Community awareness campaign.
  • Concepts for mobile website, regular site, ads, a billboard and an email.

Project Team

Amber Sawaya, Karen Kaminski

Project Launch

March 2013

RELATED PROJECTS: Mobile, Print Ads, Website

caws-addl-02Printcaws-workoutpartnerSawaya Consulting - Community Animal Welfare Society (CAWS) Concept Work

Project Team

Amber Sawaya, Karen Kaminski

Project Launch

March 2013

RELATED PROJECTS: Mobile, Print Ads, Website