challenge:

petsmart charities is the leading funder of animal welfare, partnering with shelters to get more pets into loving homes. the shelter crisis has worsened and staff are stretched thin.
petsmart charities wanted to provide a tool that lightened shelters’ load and led to more adoptions.

insight:

volunteers and staff made it clear that their shelters have become overcrowded, with too much to do. they are dedicated to helping each pet find a home, but the increased number of pets in shelters means less time available per pet to help them get adopted.
a pet profile is the first thing that prospective pet parents see, but shelters only have time to write fragments.¹ without a complete profile, a pet is less likely to find a home. 
this led to the insight: a bio is the prologue to love.¹

strategy:

technology could bring simplicity and magic into the pet bio to help more pets get adopted. 
this led to our strategic idea: use the power of ai to write emotional pet bios in real time.

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¹a supervisor from a local shelter shared “a lot of animals don’t get full write-ups because there’s just not enough time.” 😭

awards:

2024 effie - bronze in social good & nonprofit

2024 jay chiat - gold in emerging ai strategy

2024 anthem - silver and bronze