Skip to main content
Established 2009
MindEcology Creative Sample

Humane Society

Recruitment Campaign: MindEcology created an emotionally-based strategy to communicate the mutually beneficial relationships gained from adopting a pet.

Flower Mound Humane Society


The client, Flower Mound Humane Society, is located in an affluent, bedroom community in the Dallas/Fort Worth area. By definition, a humane society is a group that aims to stop animal suffering due to cruelty or other reasons. Humane societies also seek to prevent cruelty to animals. In many places in the United States, humane societies now try to be no kill, help animals to get adopted, offer fostering options for animals and provide spay and neuter services.

After hiring MindEcology, Flower Mound Humane Society messaging got a total makeover. Before, when the messaging was centered around improving lives of animals, the humane society saw few results. After researching what the best technique would be to resonate with pet owners, MindEcology changed this messaging to revolve around improving the lives of human beings. The message turned into if you adopt a pet, you not only will improve the pet’s life but will bring love and joy to your life.

Trans Alps Adventure
Flower Mound Humane Society

Placing Pets With Owners and Improving Lives Everywhere

By making the message about people instead of animals, MindEcology was able to successfully help the Flower Mound Humane Society improve their numbers. After changing the core messaging, MindEcology developed a 6-month integrated campaign that led to an increased adoption rate of 35%. This increased adoption rate was not only beneficial to the humane society, but it also improved the lives of animals and people all over the city of Flower Mound and the extended area.