“For their 50th anniversary, the SPCA of San Francisco created an audio archive (similar to NPR’s StoryCorps) focussing on the relationship people had with their pets. Because it was an untested program, there was zero awareness. Our team created an inexpensive campaign that blanketed San Francisco: on city bulletin boards, in vet offices, and pinned up in pet food stores to give it a grass-roots flavor. The response was so great, extra media was added for traditional billboards, including ones near the ballpark. I was also responsible for creating the program’s logo and name, The Companion Chronicles.”