God's Dogs Rescue

God’s Dogs Rescue, a local pet rescue organization, partnered with Noisy Trumpet to envision a way to honor Taylor Schaffer, nephew of the Director of Operations, who lost his life to mental illness in 2023. NT ideated and activated Taylor’s Wish, a mental health and wellness awareness campaign during National Suicide Prevention Month, in an effort to support children and their families as they navigate life and healing after such unimaginable loss. God’s Dogs Rescue donated $25 from each pet adoption fee to the Children’s Bereavement Center of South Texas in September 2024 to keep Taylor’s memory alive and highlight local resources and organizations for those struggling with mental health or addiction.

Our team created a multifaceted strategy that addressed multiple objectives:

• Taylor’s Wish Campaign: This campaign was designed to raise awareness of mental health issues while honoring Taylor’s legacy. The overarching strategy involved offering discounted adoption fees during National Suicide Prevention Month and partnering with local mental health organizations. NT handled the creation of brand identity, campaign assets, social media, e-newsletter marketing, a new landing page, and PR outreach driving donations and pet adoptions.
• Google Ads Campaign: The primary focus was increasing adoptions, generating donations, and recruiting volunteers. We set up a Google Grant account, creating targeted campaigns aimed at animal shelter supporters, focusing on both cats and dogs. We also integrated tracking for engagement on various user actions, such as adoption applications, donation submissions, and volunteer sign-ups, to optimize the campaigns.

Taylor’s Wish Campaign (September 2024):

• 145 successful pet adoptions during the campaign
• $5,000 raised for the Children’s Bereavement Center of South Texas

Google Grants:

• $9,000+ in monthly ad spend, effectively driving traffic and engagement
• 2,874 initiated dog adoption applications over 4 months
• 40 donations raised within 4 months
• 6 volunteer applications submitted

By leveraging Google Grants and the powerful emotional connection from the Taylor’s Wish initiative, God’s Dogs Rescue increased adoptions and donations while promoting mental health awareness and creating lasting community partnerships.