END RABIES NOW

When I was first approached by the Global Alliance for Rabies Control (GARC) about a campaign concept and website to support the eradication of rabies, I was surprised. Frankly, I did not even realize that rabies was still a problem. What was most shocking to me was the hard fact that rabies is 99.9% fatal. Over 120 countries are still affected by canine rabies, resulting in over 59,000 preventable deaths each year. Even worse is that half the victims of the terrible disease are mere children under the age of 15. 

End Rabies Now is a global campaign to end human deaths from dog-transmitted rabies by 2030. The campaign portrays everyday interactions between humans and their canine companions. Instead of warning against close proximity to dogs and eliciting fear, the campaign demands that “This Should be Safe.” Our strategy needed to speak to a bifurcated audience. The End Rabies Now campaign challenges the assumptions of the general public and encourages them to take action, while providing research tools, fact sheets, and social assets for current and potential partner organizations. 

Unfortunately, it’s all too easy to dismiss images of developing nations. The adornment and clothing are different, the locals are exotic, the people often look impoverished, and it’s easy to see individuals as “others.” People in developing countries are shrouded in myths and falsehoods pertaining to education levels, family planning, religion, and government corruption. Our goal throughout the End Rabies Now campaign was to make this issue hit close to home for Western audiences and to encourage individuals to pledge support. 

Strategy Services Rendered:

  • Stakeholder Interviews
  • Donation Form Optimization
  • In-Kind Donation Consultions
  • Photography Vetting, Clearance and Selection
  • Google Analytics Dashboards, Training and Event Tracking
  • Sentiment Tests
  • A/B Tests
  • Copywriting 

Results:

  • 2,725 Content Engagements, 30% Conversion Rate
  • 14 New Partner Organizations (and Counting)

Media: