WORDS YOUR WAY BLOG
2nd Chance for Pets Case Study
2nd Chance for Pets has a multi-layered message to communicate. There are millions of homeless pets whose lives are in danger; 2nd Chance focuses on the plight of those who lose their homes because the owner has died. I wrote a short tagline that the nonprofit used on the home page, “If you find it hard to think about life without your pet, imagine your pet’s life without you.” The founder ran with it. She used the concept as the emotional “hook” for a short educational slideshow that makes pet owners aware of the issue, and urges them to learn more about how the organization helps owners make lifetime care programs for their pets.
Barbara Ruth Saunders is a writer, editor, and writing coach.