Since its inception last year, HumaneWatch has been an underdog in its quest to educate Americans about the nation’s richest animal rights group, the Humane Society of the United States. And yesterday we took that underdog mission to Tinseltown with a full-page ad in the Los Angeles Times.
According to national polling we commissioned, most Americans are confused about what HSUS is (a PETA-like group) and isn’t (a real humane society). HSUS certainly doesn’t mind keeping these misconceptions where they are, especially since it’s pulling in $100 million a year. And much of this money comes from donors who think HSUS gives most of its income to their local humane society. (It doesn’t.)
So our Los Angeles Times ad, which reached 600,000-plus Americans, is turning heads. It features a shocked young boy saying to his family collie: “What's that girl? The Humane Society of the United States gives less than 1% of its money to pet shelters? Let's warn everyone!” (A billboard featuring this duo also appeared in New York’s famed Times Square last month.)
As usual, we’re hearing from animal lovers who are shocked to learn the truth about HSUS. One new convert tells us that though she “consistently” has given money to HSUS, she will no longer do so. (We also got a few “flame” e-mails, which is good evidence that we’re making some HSUS contributors uncomfortable with their old habits.)
We’re in this for the long haul. And one step at a time, we’re seeing success.
Click on the image below to view a PDF version of the ad. And be sure to check out all of our previous print ads and billboards.