07/10/2026
It's human nature to look for proof you're on the right path, and the universe tends to answer in the most unexpected ways.
That idea became the foundation of "It's a Sign," our latest campaign for California Animal Welfare Association.
Representing more than 300 animal shelters statewide, CalAnimals needed a campaign that could do more than raise awareness. With California posting one of the highest euthanasia rates in the country, they needed more people to adopt.
Our research revealed something unexpected: while most people have a positive view of adoption, they often avoid shelters because they associate them with sadness. We also found that people are far more likely to adopt during major life transitions, like moving into a new home or getting married.
Those insights shaped our strategy. Instead of leading with guilt, we reframed adoption as the sign you've been waiting for.
The result is "It's a Sign," a 90-day integrated campaign running across Southern California through out-of-home, digital, television, and radio.
Check out the spot below. It just might be your sign. 🐾
