OUR APPROACH
In 2016, Fineman PR was asked by the American Humane Association (AHA) to inform the public about the retirement policy in place for Military Working Dogs (MWDs) – which at the time stranded retired MWDs abroad – and encourage a push to change that policy for the benefit of veterans and MWDs alike. AHA asked Fineman PR to help inform the public about the plight of these retired canines in an effort to change U.S. policy. The program’s goal was to permit military dogs to be brought home to the U.S. prior to official retirement to avoid them being left behind overseas.
We advised AHA on a strategy that humanized the story of the dogs and their handlers, drawing attention to the amazing acts of service from both MWDs, their veterans and the policy currently keeping the two apart. We organized reunions at airports across the country, crafting messages in the veterans’ own words on why the dogs were so important and promoting those stories to media through on-camera homecomings and online reports.
Objectives
- Raise public awareness of the plight of these retired canine heroes and the supportive benefits they provide their former handlers, now veterans, many of whom suffer from post-traumatic stress disorder (PTSD), which can be alleviated by bonding with an animal.
- Build nationwide demand for change in government policy to ensure that hero dogs will not be stranded abroad.
Strategy/Tactics
Our strategy was to humanize the story of these hard-working dogs and their handlers – initially at a regional level –to create meaningful connections between the general public and these unsung heroes. The local interest would build interest in a major national event at the U.S. Capitol. All efforts were designed to galvanize media attention. We organized reunions at airports across the country for maximum visual appeal and storytelling of the emotional connection between soldiers and their dogs. For each reunion, we created stories in the veterans’ own words to describe how important these dogs were to them, and used the stories in all media advisories, pitches and news releases. We also arranged for media – and through them, the public – to witness the joy of the human-animal bond being re-established. The media, in numerous articles, broadcasts and online reports, brought the dogs’ and handlers’ heart-warming and sometimes harrowing stories to the broad public.
Results
On July 23, we took our message, along with three dogs and their handlers, to Capitol Hill for a Congressional briefing, which resulted in 193,250,816 more online impressions and an additional broadcast reach of 12,865,454.
In total, the campaign earned 1,427,341,192 online/print/broadcast media impressions. Beyond media coverage, it led to the passage of the 2016 National Defense Authorization Act, which mandated that military working dogs be returned to U.S. soil upon retirement and reunited with former handlers.
WHAT WE ACHIEVED
- On July 23, we took our message, along with three dogs and their handlers, to Capitol Hill for a Congressional briefing, which resulted in 193,250,816 more online impressions and an additional broadcast reach of 12,865,454.
- In total, the campaign earned 1,427,341,192 online/print/broadcast media impressions, including top tier media outlets such as BBC, NBC, CBS, USA Today in addition to local print, online and broadcast coverage nationwide.
- Through this campaign, AHA was able to make a difference in the lives of both retired military dogs and veterans everywhere. Fineman PR guided the organization’s media strategy to make beneficial and lasting change for those (canine and human alike) who have served heroically on behalf of the United States.
- Through the joint efforts of AHA and Fineman PR, Congress passed the 2016 National Defense Authorization Act, which mandated that military working dogs be returned to U.S. soil upon retirement and reunited with former handlers.