This from Cynthia Miller:

After I adopted Lolly, I started asking friends of mine who
were buying dogs, why they weren't considering a rescue option.

"Ohhhh, that's so sad, I don't know, I just can't deal with that," seemed to
be the response over and over. I started thinking about all of this,
researching it ... Because I'm in advertising I already had experience
thinking about communication.

The upshot is that I became convinced that while the sad messages that pull on heartstrings have an important role (appeal to compassion, and compassion is enough to cause action) -- happiness is a very powerful motivator too. Nothing like that hit of dopamine to make you want to do something fun again!

So I thought OK, what if we can draw people in with funny stuff ... And then on the back end, once they're "in," mention that hey, Lolly's actually a rescue. Rescue dog = happy, fun, pink.

Pink. As you can tell, everything in L and L world is very "pink." That was deliberate: part of my thinking is that it's a lot easier to change a younger generation than an older generation, so I wanted in particular to try to reach young women.

This is because one troublesome thing that's happening, starting about three, four years ago. Young women/teenage girls starting seeing the Jessica Simpsons, Paris Hiltons, etc. of the world with what I call "accessory dogs." Maltese, Malti-poos -- breeds like these were snapped up by teens and younger females. A few years later, when it turns out that the accessory (DOG!) needs to have vet care, grooming, and oh, by the way, my new boyfriend lives in an apartment where pets aren't allowed -- the dogs are dumped.

Mary Palmer from Northcentral Rescue in Wisconsin (we raised money for that Maltese rescue group, they're one of the largest nationwide), is very involved in Maltese rescue, and really educated me on how this had been happening. She's been involved nationally for years, and she said that every time a breed becomes "fashionable" with celebs, the rescue community
groans, knowing that they will see the results in a few years.

I have a horror about ANY dog being dumped; what's even more shocking, in a way, with
these small boutique breeds, is that people have paid a lot of money for them to begin with. And then boom. Just like wanting a new handbag ... Dump.

My long term wish would be that L and L were funny and engaging enough that we
can "talk" to people and get ideas in their heads, in a fun, easy to swallow, but provocative way -- and again, with a particular eye toward younger women who may be tempted to make the "accessory" purchase.

Already I will tell you that after I was in Ladies Home Journal in June, I got emails that blew my mind and confirmed I was onto something. I got emails that said things like: "I've had dogs for 14 years, and I love them so much, but I never thought about adopting. I was totally inspired by the article about L and L -- and I'm going to get involved in my rescue community."

Wow. Right there, people who absolutely love dogs, but didn't plug into the rescue stuff until she they sucked in by some funny pictures and a happy story. People who were tuning OUT all the sad and grim messaging.

Trying to get right at the issues that lead to dumping dogs in the first place. I'd like to do some broader messaging about those issues in the future. It's all supply and demand. Puppy breeders supply because there is a demand. Then humans don't learn how to communicate with their pets properly, they don't think about what they're getting into, and boom. Abuse
and rescue increases.

I certainly don't flatter myself that a kajillion people are reading my stuff. But I have to go with the attitude that if ten people think twice, and develop a new attitude, that they will then pass that attitude forward. And if that means even one more doggy life is saved, then it's worth it.