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JoAnna Lou
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Promoting Happiness
Animal Farm Foundation creates innovative fliers to encourage adoption

I hate to admit it, but sometimes I find myself ignoring the “dog for adoption” photos that my friends post on Facebook or the fliers that get posted at the pet store. There are just so many of them and sometimes it feels overwhelming how endless the overpopulation problem is. Obviously this kind of promotion works. I found my puppy, Scuttle, when a friend posted her photo online and I'm so thankful for that!

But I recently saw this really cool idea that aims to encourage a happy feeling when talking about shelter pets. The Animal Farm Foundation started creating fliers that promote two key messages to their community: choose adoption and when you do, choose our organization. Instead of spending energy creating individual dog fliers, they chose to show how much fun people have when they adopt a dog from AFF and become a part of their family. AFF considers their adopters their best marketing resource.

I love AFF's fliers because it really gives you a happy feeling to see all the photos of dogs in their new homes. I think it also challenges shelters and rescue groups to think of innovative ways to promote the positive side of adoption.

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JoAnna Lou is a New York City-based researcher, writer and agility enthusiast.

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