MINNEAPOLIS: The American Humane Association has retained Carmichael Lynch Spong as its AOR.
The move will see CLS immediately launch a campaign to raise awareness for the association and its programs, in addition to possibly creating a new logo for the organization.
It is the first time the Denver, CO-based nonprofit has worked with an agency, according to Randy Blauvelt, VP of marketing and communications for the AHA. Blauvelt said they felt the need for an agency because of a decline in visibility in recent years in this country despite the organization's history and prestige.
"There are more fringe groups that have evolved around us," Blauvelt said. "I guess you can say it's an effort to get help reestablishing our identity. We chose them because we have a small budget with big expectations."
The AHA is the oldest national organization dedicated to protecting children and animals, and the organization pushes to develop new policy, legislation, and training programs to protect against abuse, neglect, and exploitation.
Blauvelt said the organization went through a lengthy and structured search process which began with requests from around two dozen agencies. That list was eventually whittled down to five candidates.
Matthew Wagner, senior counselor at CLS, said the agency will also help the AHA create the Advancing Humanity Awards, inviting a number of corporations, celebrities, and "everyday people" who have done notable things for children and animals. That ceremony will take place next autumn, he said. He also hopes to raise the organization's profile with media appearances.
"American Humane [Association]'s been doing work on behalf of children and animals for 130 years and [has] some of the best experts in the country when it comes to overarching and niche issues. We want to take advantage of those skill sets and become a go-to media resource, proactively and reactively," Wagner said via e-mail.