The Spay & Neuter Initiative: A Million-Dollar Move for Animal Welfare

The Hook

How do you solve a city-wide animal shelter crisis? You lead with a $1M strategic investment and a narrative that moves both the public and the policymakers. This wasn't just a grant announcement; it was a systemic revolution for Los Angeles pet parents.

The Strategy (The "Brain")

Tasked with honoring the legacy of philanthropists Robert and Erika Brunson, I architected a full-scale brand build-out and communications roadmap for the Spay & Neuter Initiative. My mission was to bridge the gap between high-level philanthropy and on-the-ground advocacy. I developed a multi-channel campaign designed to address the critical overcrowding in LA shelters by fueling the Community Animal Medicine Project (CAMP) $1 million grant given by Michelson Found Animals. This required a unified strategy that resonated with everyone from local pet owners to the Mayor’s office.

The Execution (The "Grit")

I served as the central hub for this launch, coordinating a cross-functional team of designers, web developers, and program leads to build a movement from the ground up.

• Creative Direction & Branding: I directed the visual identity of the initiative, including logos, graphics, and photography. I also provided hands-on creative direction for the promotional videos, ensuring the urgency of the crisis was met with the hope of our solution.

• Influencer & Advocate Alliances: I orchestrated a partner amplification strategy featuring high-profile voices like Nathan the Cat Lady and Dr. Kwane Stewart (CNN Hero of the Year), extending our message to millions of advocates globally.

• Institutional Web Build-Out: I oversaw the launch of a comprehensive Resource Center and multiple program hubs, turning our website into a vital tool for the community.

• Political & Community Activations: I collaborated with elected officials’ marketing teams to amplify policy accessibility on each other’s channels, culminating in our founder being honored at a gala attended by Mayor Karen Bass.

The Big Win (The Results)

This campaign transformed Michelson Found Animals into a recognized leader in systemic animal welfare change.

• Million-Dollar Impact: Successfully launched a $1M grant to fuel life-saving clinics.

• Top-Tier Media Hits: Secured major earned media coverage on KTLA, CBS, and Telemundo, generating millions of impressions.

• Institutional Recognition: Achieved high-level visibility with city leadership and global advocacy influencers.

• Measurable Change: Thousands of animals reached through increased accessibility and policy-driven advocacy.