Puppy Mill Awareness
The SPCA of Central Florida needed a video depicting its work with abandoned and abused pets for presentation during its 2012 FurBall gala fundraising event. The video’s primary purpose was to motivate FurBall attendees to give donations necessary for the organization to continue its valuable work.
The video focuses on the rescue of 32 dogs from a puppy mill breeder. The Hooah team gathered information about the process the organization takes to rescue, treat and socialize the dogs with other dogs and humans. This background was incorporated into the video through interviews with staff members, who recalled the well-coordinated effort in receiving all 32 dogs simultaneously, then providing medical treatment and grooming.
To make an emotional connection with potential donors, the video followed the journey of two dogs: Lilly and Toby. Traumatized by the abuse she suffered in the mill, Lilly was distrustful of people until placed in a foster home with a volunteer experienced in working with such animals. Before and after photos of Lilly show her transformation from frightened and malnourished to bright-eyed and ready to take her place in a home. Toby’s story was told through interviews with his new owners, and footage of Toby playing with the couple and their other dog.
The video was shot over three days at the SPCA of Central Florida, and the home of Toby’s owners. Post-production work was performed in-house.
After its presentation at FurBall 2012, the video was posted to YouTube, where it serves to represent the work that SPCA of Central Florida performs to rescue and rehabilitate abused animals. The event raised more than $100,000 for the organization’s ongoing operation in fulfilling its mission.
- Creative Writing