Humor, Heart, and a Whole New Brand

Behind the scenes of 'Adopt. For Dogs’ Sake.' and why it worked—for the dogs, the staff, and the public

The dogs weren’t moving.

That’s how Fields Moseley, former Communications Director for Maricopa County, Arizona, described the situation in early 2023. Their shelters were over capacity, morale was low, and the community wasn’t stepping up to adopt at the rate they once had. After years of pandemic-fueled disruption, residents were returning to work, struggling financially, and simply not bringing home shelter pets. At the same time, they were turning in far more dogs than normal, leaving the shelters overwhelmed on both ends.

By the numbers: In 2020, the average stay for a dog in Maricopa County Animal Care & Control (MCACC) shelters was 8 days. By 2023, it had doubled to 16. And the number of dogs in the shelters had grown from 366 to 754. Co-housing became common. Stress mounted for animals and staff alike. Volunteer numbers dropped. Public criticism increased.

Something had to give.

But Maricopa County didn’t just slap together a few feel-good ads and hope for the best. That was part of it. They stepped back, reassessed the big picture, and built something more comprehensive on top of the upbeat messaging.

This kind of smart, all-in approach doesn’t just happen. It takes an experienced leader like Fields—someone who knows how to define the problem, get to the root of it, and build a coordinated, creative, integrated solution. Here’s how his team tackled this difficult, emotional issue for one of the fastest-growing counties in the country.

A Different Kind of Dog Campaign

They knew what they didn’t want for the marketing hook: another sad-sack commercial with mournful music and sad-eyed pups. Instead, the County launched something rare in the world of public sector marketing: a feel-good campaign that worked.

The name? Adopt. For Dogs' Sake.

“We said we can’t do the ASPCA ad,” Fields told me, referencing the long-running commercial known for tears and late-night donations. “We wanted people to smile and take action.” You know the ad. In case you’ve missed it somehow, here you go:

The Maricopa campaign leaned into humor and humanity with commercials that made people laugh, graphics that popped, and a phrase that played off a familiar exasperated plea: For God’s Sake.

“For Dogs' Sake” was catchy, flexible, and ready-made for expansion: Volunteer. For Dogs' Sake. Chip and Vaccinate. For Dogs' Sake. You get the idea.

More Than a Slogan

The campaign wasn’t just a clever tagline. It was a full-on rebrand of the department. With help from local agency HAPI Advertising and American Rescue Plan Act (ARPA) funding, the County invested $180,000 in the effort—a smart use of federal dollars for a county of 4.5 million people. The funds helped pay for graphic design, wrapped vehicles, modernized in-shelter signage, and the creation of three upbeat TV spots that ran on local stations and YouTube. Here’s my favorite.

They also tackled the digital experience of adopting head-on. A new adoption website and mobile-friendly app made it easier than ever to browse dogs, read bios, and click through to adoption info. Working with their internal IT and web teams, Fields and his crew made sure it didn’t just look better—it worked better.

“You click on the dog’s picture and everything you need to know is right there,” he said. “It’s super functional now.”

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Below the paywall: The biggest impact might not be what you think. Beyond the adoption numbers and website clicks, this campaign did something powerful inside the organization, something every government communicator should take note of.

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