Peggy Adams Animal Rescue League is an independent,
501(c)(3) non-profit organization serving Palm Beach County in the state of
Florida. It does not receive funding from city, state, or the federal
government and relies solely on the generosity of individuals, foundations and
corporations to provide quality programs and services to the community. Donations
directly support programs and services to help animals in need in Palm Beach
County.
For the past 17 years, Peggy Adams ARL has organized a
Walk for the Animals to raise money and awareness for homeless, abandoned, and
injured animals in need. On February 23, 2019, they will hold their 18th
walk. Two advertisements were created for the event this year. One advertises
the event and the other does not only advertise the event, but informs the
public on how to form a team and/or donate to the cause. Still, they are both
clear and concise.
Both ads are consistent in design which is important
when creating an ad campaign. They both use the same design elements and create
a feeling of balance. The typography is easy to read and the most important
text is emphasized. The color palette works nicely with the light green
background complimenting the copy and graphics. The colors and the Peggy Adams
logo are also appealing when combined.
The ads are targeting people who want to help animals
and have animals of their own in the Palm Beach County area. The ads do a nice
job of targeting those people in a friendly and happy way. The graphics are
high quality and make sense. One graphic displays buildings like those in Downtown
West Palm Beach where the event is taking place. The other graphic is a man and
woman walking a dog and cat. The graphic can be viewed as humorous since
walking a cat on a leash can raise eyebrows. It is nice to see that the ads do
not display animals in distress and desperately needing help even though that
is what the event is raising money for. Ad campaigns should spark emotion, but some
can be too sad. These ads are more cartoony and exude a happy feeling which is
the feeling Peggy Adams ARL wants their participants to feel. It is a happy and
fun event.
The top ad provides basic information on when and
where the event will occur, the logo, the sponsor’s logo, and the website where
those interested can view more details. The bottom ad provides the same
information, but includes a little more. This ad includes the time, address of
event, telephone number, how to form a team, and how to donate. While the
bottom ad gives more information, the top ad would make more sense for a
transit ad due to it being easier to read. It gives just enough information for
someone in a hurry or just passing by to read quickly. The bottom ad would be
more helpful as a hanging flyer, direct mail piece, or postcard handout. One
idea that might be helpful is turning the website provided into a QR code. That
way people on the go can scan the code rather than typing the website.
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