The Humane Society is not affiliated with your local pet shelter. If you already knew that, then you have probably seen or heard one of the advertisements from Humane Watch.
The Campaign: Humane Watch has run commercials during the Super Bowl, billboards in Times Square, launched a massive social media campaign, and created a website with a huge collection of damning information on the HSUS.
The Results: Humane Watch has over a half-million likes on Facebook, and more than 3 million users of its website. Most importantly, it succeeded in changing the public debate - donations to the Humane Society of the United States have dropped significantly since the campaign began.