The objective for this PSA campaign is to highly push the call to action. The message here strongly relies on time. Animals are being euthanized each and every day because they were abandoned by their families. The target market is vast, it is essentially anyone in the United States who has a liking towards animals. In addition to a series of two magazine ads and the traditional billboard, a very simple and helpful mobile application has been designed. This mobile application is essential because time is of essence. If at least 1 out of 10 people had this application, they could easily help by either taking part themselves or whenever they speak with someone who is looking for a pet or would like to help somehow, they can immediately make it happen.
