Year-End Campaign and Bestie Quiz
Befriend Cows
Befriend Cows needed more interaction with its programs, a deeper bond between advocates and the animals, and a year-end message that moves people to give.
Bring more interaction to the program, deepen advocates’ connection to the animals, and develop a message for the year-end campaign across the website, emails and social posts.
The campaign launched under “practice humane. stay human.” with a three-question quiz on the home page. The quiz matches each visitor with a real rescued animal and offers letters from that animal’s sanctuary.
AWARD RECOGNITIONS
Practice Humane. Stay Human
We started with what Befriend Cows asked for: more interaction, a closer bond between advocates and the animals, and a year-end message worth repeating. Our answer was a line that works as both a promise and an invitation: “practice humane. stay human.” It asks nothing heavy of the reader and makes kindness to animals feel like part of being a good person. The same message carries across the website, the emails and social posts, and the quiz itself, where it sits just above the headline “Find your bestie.”
From a Match to a Relationship
Connection was the goal, so every result opens a door to stay in touch. Visitors can sign up for letters from their bestie’s sanctuary: how the animal and their friends are doing, a photo or two, and a nudge to retake the quiz. The tone stays gentle throughout (“never too many,” “no hard feelings”), and a closing line, “Your week will turn, and your bestie turns with it,” gives people a reason to come back. The year-end donation ask becomes an invitation to help care for the animal they just met.
Three Questions, One Real Friend
To bring more interaction to the program, we designed a quiz that feels like a conversation, not a test. Visitors answer three questions on gentle three-stop sliders, told up front that no stop is better than another. As they move each slider, a “Did you know?” fact about animal behavior updates, and an oval labeled “you” fills in opposite an empty one marked “your bestie.” The result is not just a species but a specific animal at a specific sanctuary, such as Gauri, a chicken at Peepal Farm, introduced on a photo card with copy that ties the visitor’s answers to how that animal lives.
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