How a Human and Animal Welfare NonProfit
Found Its Bark
CARE (Companions and Animals for Reform and Equity) is a human and animal welfare non-profit organization committed to improving the lives of humans and animals in marginalized communities.
Unlike most animal welfare orgs, CARE takes a ONE HEALTH approach that understands the interconnected relationship between humans, pets, and our environment. Their commitment to racial equity, organizational diversity, cultural competence, and accessible solutions for pet families creates full support for communities in need.
Challenge
After the momentum of support following their initial launch declined, CARE needed to develop a strategy to grow on their own, attract future funders, and gain more social media followers.
They needed shareable content to educate people on their new framework for animal welfare that included the other precious life at the opposite end of the leash: marginalized people and communities.
Services
brand strategy
content production
brand identity
series development
social media strategy
event marketing
donor and sponsorship marketing
video production
program development
Before
CARE's social media content was filled with beautiful team photos and useful graphics, but lacked consistent branding, a regular posting schedule, and engagement in the comment section.
Content topics changed drastically week by week, which made it difficult to follow the brand’s journey, history, and values.
CARE needed to translate their robust personalities and passions into the digital world, and create a learning environment for supporters of humans, animals, and environmentalists.
Our Process
After
From the day-to-day posts and Wednesday Tik Toks to CARE News and History Unleashed, our robust content strategy turns the CARE brand into a CARE content center with 360-degree coverage of CARE’s values, history, their team, their leaders, and their philosophy on human and animal welfare.
Like the ebb and flow of cast members, technicians, and helpers at a Disneyland resort, our team wore multiple hats to create the fully fleshed out social identity of CARE.
CARE News
A weekly news series sharing breaking news, updates, and stories about human and animal welfare from around the world.
A series of important but often ignored moments throughout the history of human and animal welfare and the ongoing struggle for collective liberation.History Unleashed
CARE Tales
A whimsical educational series sharing bite-size stories, fun facts, and fascinating history of all things animals, humans, and love. 
A whimsical educational series sharing bite-size stories, fun facts, and fascinating history of all things animals, humans, and love. Around the Block
Merch
Advertise CARE and sponsor merch
The Gathering
CARE's annual human and animal welfare conference hosted in Philly. This 3-day event includes game shows, ice breaker events, discussion panels, and formal dinner parties.2023
2024
2026
Outcome
CAREtopia was our vision for a fully fleshed out CARE branding experience, grounded by a series of core content pillars: Human and Animal Welfare, Justice, and Love.
Within the first month, our fully organic content outperformed their previous strategy which relied heavily on sponsored Facebook posts.
Given the predominantly white animal welfare industry, our presence within the animal welfare space has been welcomed with support and love. CARE is looking to shake up the industry and revolutionize what we understand about the unified connection between humans, animals, and nature.
