Television & Video

  • Lawyers in Cages

    The Humane Society of the United States is not affiliated with your local pet shelter, but ads imply that they are.

    Duration: 2:19

  • Wheel of Misfortune

    If you can hit 1%, $200 goes to a local pet shelter.

    Duration: 2:58

  • Tony the Dog is Mad

    Tony the Dog is barking mad about the Humane Society’s stingy contributions to local pet shelters.

    Duration: 0:30


  • Over 500,000 Facebook fans
  • Over 3,000 Twitter followers
  • Mobile-friendly responsive design
  • Built on WordPress and Twitter Bootstrap
HumaneWatch Desktop Version Screenshot
HumaneWatch mobile Version Screenshot


  • HSUS Iowa Ad

Campaign Summary

Major television, print, billboard, radio, social media and web campaign to expose the truth about the Humane Society of the United States

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.


  • Pollie Award

    Television - "Max the Dog"
  • Pollie Award

    Mass Transit - "Where's the Funding?"
  • Pollie Award

    Web Video - "Lawyers in Cages"
  • Pollie Award

    Pre-Roll Ad - "Lawyers in Cages"
  • Pollie Award

    Newspaper - "Consumer Alert"
  • Pollie Award

    Billboard - "Lassie Times Square Ad"
  • Platinum PR

    Blog - "HumaneWatch Blog"