PetSmart Charities

Each year, the Shorty Social Good Awards honor the social good initiatives brands, agencies & nonprofits are taking to make our world a better place.

For 2019, SPARK and PetSmart Charities’ donor appreciation campaign – Sponsored by You – has been recognized as a finalist in the Animal and Wildlife category.

Winners and honorees will be announced in a ceremony on Thursday, November 14th in New York City.

Part of the Sponsored by You Creative Campaign created for PetSmart Charities by SPARK

Project Background

For 25 years, people have been donating at the PINPad in PetSmart stores — an obligatory reflex that almost never merited a second thought.  But a dollar here and a dollar there, over decades, has been the source of life-changing impact for pets and their humans via grants from PetSmart Charities. PetSmart Charities felt it was time to show a little appreciation for their donors and raise awareness of donor contributions, and teamed with SPARK to turn that PINPad press at the check-out counter into something intentional and rewarding for donors. Rather than just talk about ourselves, we turned the spotlight on everyone who makes PetSmart Charities possible in the first place. To do this, we created an integrated marketing campaign built around one idea: everything that PetSmart Charities does, is Sponsored By You.

Keep an eye out for an award update in mid-November 2019.