Digital Advocacy Case Study: Barred from Love

As part of the ASPCA’s marketing and development leadership team, I helped lead the digital engagement strategy for Barred from Love, a national advocacy campaign designed to mobilize Millennial audiences in the fight to end puppy mills. The campaign represented a bold evolution of the organization’s long-standing work, reframing the issue for a new generation through emotionally resonant storytelling, cultural partnerships, and scalable digital activation.

Working collaboratively across marketing, advocacy, and creative teams, I co-led the digital and social strategy, including development of a dynamic microsite with clear, shareable calls to action, custom content toolkits, and behaviorally informed user pathways designed to reduce friction and drive participation. Together, we repositioned advocacy as aspirational and action-oriented rather than reactive or guilt-driven.

A central partnership with nine-time Grammy nominee and animal advocate Sia brought significant cultural relevance and reach. Her participation in the campaign video amplified visibility and strengthened emotional connection with target audiences.

In just six months, Barred from Love generated more than 10.5 million social impressions and 1.5 million direct social actions. The campaign received a Shorty Award for excellence in digital advocacy and cause marketing.

By bridging cause and culture, the campaign transformed a decades-old issue into a modern, shareable movement — expanding awareness and driving measurable engagement among the next generation of supporters.