Are we talking to ourselves

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Messaging Spay/Neuter Heather Cammisa Are We Talking to Ourselves?

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After Katrina: Improving the Lives of Gulf Coast Dogs and Cats A joint project of

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Act on momentum created by Katrina recovery efforts Invest wisely to move social needle on spay/neuter Attract additional funds Increase humane infrastructure Leverage research to help others Overview

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Study Methodology Inventory of Pet Owners (Oct-Nov. 2006) 779 cat and dog owners in Louisiana and Mississippi RDD telephone survey w/ add’l cell phone sample in Orleans and Jefferson parishes Qualitative Research: Focus Groups (June 2007) Eight focus groups selected to be broadly representative of the geographic and racial diversity of the Gulf states Six groups had unaltered pets (four with Caucasians; two with African Americans) Two groups had spayed or neutered pets (both were mixed race groups) Social Marketing Survey (Sept-Oct. 2007) 964 pet owners with at least one unaltered cat or dog (excludes professional breeders) RDD telephone survey w/ add’l cell phone sample in Orleans and Jefferson parishes Includes 875 dog owners and 425 cat owners

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Data Analyzed - Sample Income, Age, Education, Race, Geography Number of pets Roaming behavior of pets Interest in spay/neuter Spokespeople History of litters Acquisition of pets Veterinary visits Likelihood to spay/neuter & Barriers to procedure Media sources Where pet supplies purchased Incentives Message impact Tone & delivery of message Shelter Statistics x Spay/Neuter

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Today, our focus will be: What to Say How to Say It Who & Where to Say It Barriers We Need to be Aware of

What to Say : 

What to Say

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Health Benefits? Behavioral Benefits? Overpopulation? Danger of Strays? Hassle of Litters? Say them All At Once?

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Which one statement was most convincing to you? Data from 2007 social marketing survey

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Refined Message A quarter of a million pets enter animal shelters in Mississippi and Louisiana every year including the puppies of purebred dogs. More than two-thirds of these homeless pets are put to sleep or euthanized. Your pet’s puppies and kittens could end up euthanized or suffering in the streets. Spaying and neutering helps reduce the number of unwanted pets and pet deaths. Secondary: Burden/Hassle of Litter & Euthanasia Cat Owner: Spaying and neutering makes your pet easer to live with, reduces spraying and females will not go into heat.

How to Say It : 

How to Say It

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Cute

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From 2007 focus groups

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From 2007 focus groups Participants with unaltered animals feel they are responsible pet owners. People love their pets.

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Humor From 2007 focus groups

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This piece made an emotional connection with participants. From 2007 focus groups

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HSSM From 2007 focus groups

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Guilt Humor Illustrations Cute

Who & Where to Say It : 

Who & Where to Say It

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Data from 2007 social marketing survey

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Big box retail stores are the source of most pet supplies Where do you buy most of your pet supplies? Data from 2007 social marketing survey

Trust Barriers : 

Trust Barriers

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Link to “Humane Society” and state veterinarians perform the procedure. Cost Advertising From 2007 focus groups

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Trust “a lot” to do a good job spaying and neutering your pet Data from 2007 social marketing survey

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Summary Use combination of facts/figures & emotion. “Humane society" & Animal Control are credible messengers. Veterinarians are key spokespersons. All pet owners are “responsible.” Connect to “their pet” = offspring. Photos not illustrations. Keep it serious: no humor/sexual innuendo. Offer practical incentives. Focus on targets Tension between cost/quality perceptions. Puppies at Southern Pines Animal Shelter

Spay Day USATuesday, February 24, 2009Participate, Earn Spay/Neuter Fundinghumanesociety.org/spaydayPlease see Vicki Stevens ?Thank you!Heather Cammisahcammisa@hsus.org(732) 746-3199 : 

Spay Day USATuesday, February 24, 2009Participate, Earn Spay/Neuter Fundinghumanesociety.org/spaydayPlease see Vicki Stevens ?Thank you!Heather Cammisahcammisa@hsus.org(732) 746-3199