Toni La Russa’s Animal Rescue Foundation
A $15,000 winner in the 2008 Maddie’s Fund Marketing Competition; submitted by Tony La Russa’s Animal Rescue Foundation, Walnut Creek, Calif.
Tony La Russas Animal Rescue Foundation and the Oakland Raiders kicked off the football season with the Raiders wonderful support of ARF through a special Silver and Black promotion to raise awareness of a wonderful, though often overlooked, population of adoptable cats and reach an audience who may not be familiar with ARFs adoption and other services.
Beginning Friday, August 8, all silver and black adult ARF cats (six months and older) were available free of adoption fees, thanks to the generosity of the Oakland Raiders. A designated portion of the facility was devoted to the more challenging to adopt older and black kitties recruited especially for the promotion. The silver and black cats happened to also be aptly named after Oakland Raiders players, encouraging adopters to find a new member to add to their own home team. The section housing these feline athletes was decorated with artificial turf on the corridor floor, inflatable goal posts and Raider and general football-inspired insignia in paint on the borders of the glass condo fronts. All standard adoption criteria applied. The special Silver and Black spectacular ran from August 8 through Sunday, October 19, 2008.
Additionally, all fans visiting ARFs shelter during this special promotion period were encouraged to enter a drawing hosted by the Oakland Raiders, with the winner receiving a fantastic football gift courtesy of the Silver and Black! The ARF mobile appeared at McAfee Coliseum on Friday, August 8, during the Oakland Raiders pre-season opener against the San Francisco 49ers. The event was promoted via ARFs website, the Oakland Raiders Web site, monthly e-newsletter Paws Press (distribution amount of 14,534), taglines on staff emails, ARFs hardcopy newsletter The Scoop (distribution of 18,829), flyers and prominent signage.
The total number of cats adopted during this period was 195. The number of Raider promotion cats was 27, constituting 14% of the total cats adopted within this period.
ARFs executive director is Elena Bicker and the board president is Gregory L. McCoy. ARF is indebted to the Oakland Raiders for their wonderful and life-saving support of this special promotion.