ASPCA: Chispi Gets New Wheels
Brief Summary
At under 5 pounds and only two legs, chihuahua Chispi needed a little help. Luckily for her and her family, the ASPCA helped her roll into a brighter future.
Overview
The ASPCA first met Chispi when her owners came to a mobile clinic offered in their neighborhood. Born without her front legs and weighing just a few pounds, the ASPCA knew there had to be a way to help Chispi live her best life possible. I was contacted when the research into a wheelchair began, and followed along through Chispi receiving her wheelie vest, several months later. Many hours of footage was collected, interviews with her family and ASPCA medical experts were conducted, and the final video was used across several digital campaigns and social media.
My Role
Producer, Shooter, and Editor
The Challenge
How do you highlight the successful work of the ASPCA in assisting Chispi (just one pet), while trying to drive donations?
The Process
I worked directly with the lead veterinarian on the case as well as a teammate from the media team. I was first contacted after the medical team met Chispi. We knew this would likely be a several month process of measurements, testing chairs, and customization, so I regularly checked in and continued gathering b-roll. Once we were about a month out from considering the wheelie vest project “done,” I worked with the Member Communications team to identify story points, key facts, and conducted interviews used for both the video story and written articles and copy. Once the video was complete, Chispi was featured in a digital and direct mail campaign, using the video, photos, and quotes I sourced. The story was picked up by multiple news outlets.
Impact
Chispi’s story was featured across multiple direct mail and digital campaigns. The video has over 20,000 views on YouTube and was also picked up by animal news outlet, The Dodo.
Final Product
At under 5 pounds and only two legs, chihuahua Chispi needed a little help. Luckily for her and her family, the ASPCA helped her roll into a brighter future.
Overview
The ASPCA first met Chispi when her owners came to a mobile clinic offered in their neighborhood. Born without her front legs and weighing just a few pounds, the ASPCA knew there had to be a way to help Chispi live her best life possible. I was contacted when the research into a wheelchair began, and followed along through Chispi receiving her wheelie vest, several months later. Many hours of footage was collected, interviews with her family and ASPCA medical experts were conducted, and the final video was used across several digital campaigns and social media.
My Role
Producer, Shooter, and Editor
The Challenge
How do you highlight the successful work of the ASPCA in assisting Chispi (just one pet), while trying to drive donations?
The Process
I worked directly with the lead veterinarian on the case as well as a teammate from the media team. I was first contacted after the medical team met Chispi. We knew this would likely be a several month process of measurements, testing chairs, and customization, so I regularly checked in and continued gathering b-roll. Once we were about a month out from considering the wheelie vest project “done,” I worked with the Member Communications team to identify story points, key facts, and conducted interviews used for both the video story and written articles and copy. Once the video was complete, Chispi was featured in a digital and direct mail campaign, using the video, photos, and quotes I sourced. The story was picked up by multiple news outlets.
Impact
Chispi’s story was featured across multiple direct mail and digital campaigns. The video has over 20,000 views on YouTube and was also picked up by animal news outlet, The Dodo.
Final Product
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