As the nation’s largest and most effective animal protection organization, The Humane Society of the United States relies heavily on DRTV to generate donations. Research suggested the best spots use emotional lifts (think: highs & lows) which is why we used actors personally invested in the cause like Theo Rossi, Edie Falco, Bellamy Young and Kaley Cuoco to tell their personal stories and highlight recent successes as well as ongoing animal abuse problems. We were able to reduce donor acquisition costs and increase net revenue through the most effective TV spots in the organization's history.
Copy Sample:
THEO ROSSI – TV SCRIPT
Do you see it? Can you hear it? Animal abuse takes place all around us. Yet it goes unnoticed because the animals can’t speak up. They can’t tell us their stories.
Dogs, cats and other animals suffering from a deplorable lack of basic care. Victims of violence and neglect. Chained up. Trapped in filthy cages left to starve. But they’re out there, just out of sight. Horrific conditions beyond words.
My girl Sasha spent two years in a tiny crate in unbearable conditions before we rescued her. It’s hard to imagine what kind of person could do that. But it’s happening. Hidden in our own communities.
But The Humane Society of the United States is also out there. Rescuing these animals, getting them medical care and working with partners to find them homes where they can live the life they deserve.
But the rescues and raids aren’t the start of these happy endings. You are. Stopping cruelty starts with you. When you join The Humane Society of the United States, you become a hero for animals and help stop this senseless abuse.
No matter what you can give, it will make a difference. I promise. But please do something. Animals will continue to suffer without you. Because of people like you we can save and rescue animals.
Become a Humane Hero. Join the nation’s most effective animal protection organization. You can make a real difference in the lives of these animals. Together, we can do this. We can end the suffering. Call or go online right now. Donate today. Join the fight. Be a hero.