Brooke: Heal Broken Hearts

Human-animal bond campaign outperforming previous TV benchmarks

DRTV | Digital

• Insight

  Supporters connect deeply with the unique bond between humans and animals.

• Integration

  We reframed the owners of working animals – not as passive beneficiaries, but as relatable animal lovers who simply lack resources. This shifted the narrative from pity to partnership, inviting supporters to help fellow animal lovers protect their working animals. We created a DRTV and full funnel digital campaign, including a micro documentary for donor stewardship.

• Impact

  Beat the benchmarks: Outperformed all of Brooke's existing ‘traditional’ fundraising control ads on TV.

  Year-round scaling: Adopted as a continuous core asset running across all fundraising programs all year.

  Strategic alignment: Transformed Brooke’s fundraising by perfectly matching creative execution with brand mission.

Micro Documentary trailer