Digital Advocacy Case Study: Barred from Love
The Challenge
Puppy mills had been a target of animal welfare advocacy for decades — but the issue had a reach problem. Adult dogs in commercial breeding facilities were living in cramped wire cages, denied veterinary care, and bred repeatedly until they were no longer profitable. The conditions were cruel and well-documented. And yet the practice persisted, fueled by consumer demand from pet stores, online sellers, and brokers who obscured where their puppies came from.
Millennials were the generation most likely to be in the market for a dog and most likely to call themselves dog guardians. They weren't engaging with traditional advocacy messaging, and without them, efforts to cut off demand at the source — and build public support for legislation like Goldie's Act to strengthen USDA enforcement — would continue to fall short.
The challenge was to reframe a decades-old issue for a generation that cared deeply about animals but hadn't yet been brought into this fight.
What I Built
I led the digital and social engagement strategy for Barred from Love, a national advocacy campaign that marked a deliberate strategic shift for the ASPCA — from traditional cause messaging to a modern, culture-forward movement built to scale across the channels where Millennials actually lived.
The campaign educated the public on the direct link between pet store purchases and puppy mill conditions, and gave people a clear path to act: adopt from shelters, seek out reputable breeders, and support federal legislation to improve enforcement. The name itself carried meaning — a reference to the barred wire cages where breeding dogs spent their lives, reframed as a call to fight for love.
This was a large cross-functional effort spanning marketing, advocacy, creative, and external partners. The work included a high-converting microsite experience, custom content toolkits, and behaviorally informed user pathways built to drive participation at scale. A central partnership with Grammy-nominated artist Sia expanded cultural reach significantly — giving the issue a voice that resonated far beyond the organization's existing base and deepening emotional connection with a new generation of supporters.
I accepted the Shorty Award on behalf of the ASPCA, representing the campaign and the broader team behind its success.
Impact
Generated 10.5M+ social impressions
Drove 1.5M+ direct social actions in six months
Earned a Shorty Award for excellence in digital advocacy and cause marketing
Transformed a long-stalled advocacy issue into a modern, shareable movement among a new generation of dog guardians
