about project dog

8/9/2019 About Project DOG

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What is Project DOG?

Project DOG is a new grassroots movement aimed at bringing

together the worlds of purebred and rescue dogs through a

creative dog photography project and cross country adventure.

INTRODUCTION

THE GOAL

To find and photograph each of the American Kennel Clubs 173

nationally recognized dog breeds - both a purebred and rescue

dog of each breed (346 dogs total), from 19 US metropolitan

cities, for inclusion in a book. (the AKC is not affiliated with nor endorses this project)

173DOG BREEDS + 346TOTAL DOGS+20 CITIES= 1 BOOK

CITIES

San Francisco Los Angeles Seattle Portland Phoenix

Denver Austin Chicago Milwaukee Minneapolis

New Orleans St. Louis Knoxville Miami Atlanta DC

Philadelphia New York City Boston

Bella the West Highland Terrier Mix


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WHY?

Why Project DOG?

Foster a sense of community among dog lovers

Initiate conversation and create dialogue about

current dog-related issues

Encourage healthy and responsible dog ownership

Support and oer visibility for local animal rescues

and advocacy groups

Create a sense of equality between the purebred

and rescue dog communities through powerful

messaging and ad campaign

Harness the collective power of dog owners to

support each other and inuence and improve the

social perception of dogs

Share stories and personal experiences with other

dog owners around the country and the world

Lightnin the Bloodhound


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LOGISTICS

How Project DOG Works

1. ONLINE DOG SEARCH(www.joinprojectdog.com)- Online Dog Search via Twitter, Facebook, Website

- All dog submissions are posted on website

2. DOG SELECTION

- Upon receipt of submissions from all 173 breeds,

dogs will be selected for inclusion in book

3. ROAD TOUR & PHOTOSHOOTS

- Nationwide road tour to take place in 2011

- Drive to 19 metropolitan regions to photograph dogs

4. BOOK

- TBA

5. ART EXHIBITION

- TBA

6. TV SERIES

- TBA

www.facebook.com/projectdog

www.twitter.com/projectdog

Izzy the Bernese Mountain Dog

Farfel the Mini Poodle


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SPREAD THE WORD!

Co-Branded Outreach

Ocial Project DOG website (5000+ unique visitors/month*)

- Blogging daily progress with photos & stories

Project DOG newsletter (1000+ subscribers*)

Nuena Photography Newsletter (500+ subscribers)

Facebook (Project DOG 786+ fans*, Nuena Photography 420 fans)

Twitter (@projectdog 4600+ followers*, @nuena 4600+ followers)

Nuena Photography website (1000+ unique visitors/month)

Nuena Pets website (2200+ unique visitors/month)

Nuena Photography blog (2000+ unique visitors/month)

Co-branded press releases

Co-branded products/materials

*calculations from May10, 2010-September 11, 2010

Stella the American Staordshire Terrier


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BOOK

Project DOG: The Book

SAMPLE SPREAD

PUREBRED DOG RESCUE DOGARRIVAL STORY

PROFILE PROFILE

ARRIVAL STORY

The book will include:

Introduction

Foreward by a renowned dog advocacy gure: TBA

AKC dog breeds in alphabetical orderA page listing all of the rescue organizations associted with the rescued dogs

Acknowledgements


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RESCUES

The Rescues

Project DOG is all about supporting local dog rescues andanimal advocacy/welfare organizations.

For each rescue dog submission received, the organization

associated with the dog is listed by state (and/or breed) on

the Project DOG Rescues page.

The Rescues

175 individual rescues from 34 states

34 breed specic rescues

Why Include The Rescue Page?

Visitors can associate real dogs to real rescue orgs

Provide a resource for new dog owners or people

who want to volunteer in their local area

Help illustrate that being rescued includes

purebred dogs as well as mixed breed dogs

www.joinprojectdog.com/rescues

Chelsea the Boston Terrier


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STATS

Stats & Facts

According to the 2009/2010 National Pet

Owners Survey, 62% of U.S. households owna pet, which equates to 71.4 millions homes,and 77.5 million dogs1

In 2009, $45.5 billion dollars were spent on pets1

Every year, between 8 and 12 million com-panion animals enter US animal shelters, of

whom approximately 5-9 million are eutha-nized (60% of dogs and 70% of cats).2

It is estimated that there are over 10,000puppy mills in the U.S. of which 5,000 sellpuppies directly to pet stores 3

About 65% of pet owners acquire their pets

free or at low cost.3

Over 20% of people who leave dogs inshelters adopted them from a shelter.3

Pets Help to Lower Blood Pressure A recentstudy at the State University of New York atBualo found that people with hypertension

who adopted a cat or dog had lower bloodpressure readings in stressful situations thandid those who did not own a pet.6

1. American Pet Products Association2. Petnder3. ASPCA.org4. Dr. Karen Allen, State Univ. of New York at Bualo

5. One Nation Under Dog - Michael Schaer

6. The National Council on Pet Population Studyand Policy (NCPPSP).

25% of dogs that enter local shelters are

purebred.3

In 2001, 83% of American pet ownersreferred to themselves as their animalsmommy or daddy5

There are about 5000 community animalshelters nationwide that are independent;

there is no national organization monitoringthese shelters. The phrases "humane society"and "SPCA" are generic terms; shelters usingthose names are not part of the HumaneSociety of the United States or the ASPCA.Currently, no government institution oranimal organization is responsible fortabulating national statistics for the animal

protection movement.1

Rupert the Plott Hound

Olive the American Foxhound


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MARKETING

Dear Ellen

I write a letter to Ellen Degeneresevery Tuesday featuring an Ellen face

cutout with dierent dogs, to keep her

updated on Project DOG progress. I

will write to her through completion of

Project DOG.

Ellens World Domination

Ellen launched Ellens World

Domination campaign in 2010 - to

take a photo with a cutout of her face

WHY ELLEN?

supports animal welfare causes

rescue dog program with USPS

co-owner of Halo Pet foods

social inuencer

www.joinprojectdog.com/dear-ellenHarleigh the Cocker Spaniel


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BIO

About Kira Stackhouse

Kira Stackhouse is Owner/Photographer of award winning San Francisco-based NuenaPhotography. Nuena Photography specializes in modern portraiture of pets, and photographs

both commissioned and commercial work in the San Francisco Bay Area. Kira has vast

experience working in marketing and licensing and she is also a seasoned web developer and

graphic designer.

Kiras photographic work has appeared in many publication (see logos to the left) and her dog

photographs are licensed by Barrons Educational Book Publishers and appear in many of the

dog breed books you see in bookstores across the country.

Kira volunteers regularly at the San Francisco SPCA and photographs all of San Franciscos top

pet fundraising events. She is also Owner/Designer of Scutte, a modern vintage pet clothing

and accessories company.

This year Kira was voted as #2 Best Pet Photographer in the SF Bay Area by the SFGates BayList,

she was one of 9 alumni featured for the year of 2010 in Lafayette College Alumni Magazine

and she was recently voted as one of San Franciscos Hot 20 Under 40 for 7x7 MagazinesAnnual Hot 20- issue.

SanFrancisco

FEATURED ALUMNI 2010

H

OT20UNDER40

...and more!

Contact Kira Stackhouse

415-269-7196

[email protected]

www.projectdog.net

www.nuenapets.com

about project dog

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