Score one for the underdogs
Every dog deserves love, even the old, ugly and unpopular ones, and Cossette Montreal CD Fern Breslaw decided to do something to help them find it.
In partnership with the agency, the Montreal SPCA and local rescue organizations, Breslaw created the Underdog Club, an adoption drive that operated not out of a shelter but an art gallery that displayed commissioned portraits of each of the furry friends. Potential adopters came in to see the portraits, taken by photographer Jamie LeBlanc, and meet the mutts who inspired them.
Breslaw opened the gallery and created the logo and visual identity for the campaign, which also included posters and print advertising the vernissage, and a website with profiles of the club’s members and mechanisms to adopt or refer a dog, volunteer or donate to the cause. On Facebook, the dogs had their own profile pages, and 600 people joined the group. They also staged a 5K fundraising walk starting at Mount Royal; Mutt Walks participants could BYOD or volunteer to walk an Underdog, perhaps forming a longer lasting bond.
Happily, 75 dogs were kicked out of the club into new homes.

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