WHY I'M GONNA KILL MY DOG
Pets' Trust Miami
Animation / Design / Sound
“Pets’ Trust Miami is a citizens’ initiative to improve animal welfare, increase adoptions and decrease overpopulation by providing free and low cost spay/neuter, educational programs, financial assistance for rescue groups, and other programs that benefit the animals of South Florida. Miami-Dade Animal Services receives almost 30,000 dogs and cats each year and thousands of these adoptable animals are killed at the shelter because of lack of space. By some estimates, more than half a million stray cats and countless dogs live on the local streets, with tens of thousands facing death every year as they struggle to survive in an hostile environment.
Working with a grass roots shoestring budget, trust proponents managed to sway key commissioners and nearly 500,000 supportive voters to win a non-binding straw ballot tax increase that would fund the program. They reached out to more than two dozen animal-welfare authorities, who consulted on the plan’s proposed mission and structure. Unfortunately, city leaders rejected the will of the voters and didn’t add the money to the city budget by raising taxes for this specific initiative.
That’s when Ruxly began barking up the tree. Using a tongue in cheek premise, we designed an animated video to educate and show what “shouldn’t” be done to help the homeless animals of the area. Interested viewers are directed to “definitely don’t look into the issue” or call their local officials. Once released into the social media wild, the video became a viral sensation amongst the animal loving community.
Enough people got the joke and local politicians were absolutely swamped with calls and city commission meetings were packed with supporters. One lobbyist said that in his 40 year career, he’d never had more calls from supporters of a client. He called them “rabid without rabies”!