Liberty campaign calls awareness to pet abandonment
Located in Guayama, Santuario Canita is the largest pet sanctuary in Puerto Rico and the Caribbean, home to more than 1,000 dogs that are available for adoption.
The second installment of Liberty Puerto Rico’s institutional campaign “Creando conexiones” (Creating connections), tells the story of a family that adopts an abandoned dog.
The campaign emphasizes the importance of establishing connections with loved ones and how Liberty’s products and services help customers strengthen those connections. In this second ad, the company showcases the connection between people and their pets.
Complementing its advertising campaign and as part of its community efforts, Liberty Puerto Rico is carrying out a series of initiatives to raise awareness on the issue of pet abandonment, encourage dog adoption and create empathy towards animals. These initiatives include a partnership with Santuario Canita.
“At Liberty, creating connections is our biggest satisfaction. With these initiatives, we highlight the extraordinary connection that exists between human beings and their pets,” said Gabriel Palerm, vice president of sales, marketing and media of Liberty Puerto Rico. “Pet abandonment in Puerto Rico is a serious problem and we saw the need to raise awareness on this issue and be part of the solution.”
Liberty Puerto Rico’s partnership with Santuario Canita includes the donation of high-speed internet service, showcasing the sanctuary through a media campaign and a new design for the entity’s webpage. The page will have profiles and photos of dogs up for adoption, a section for donations through PayPal and a volunteer registry for the organization’s pet foster care program.
Each week, the website’s home page will feature a new dog with its profile and photo. In addition, Santuario Canita’s Facebook page will be redesigned to complement the entity’s new webpage. All social media initiatives will feature the #conectayadopta (#connectandadopt) hashtag.
