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"The New Humane Movement"
Film Screening Notes (April 29, 2006)
Audience Profile
The screening took place in the public library on Saturday
4-29-06. We rented a big screen TV and made up packets for
every attendee. There were over 35 people that came to the
screening. The audience was comprised of Have A Heart
volunteers, the general public, rescue groups and shelters.
There were four different Humane Societies from around the
state; the local SPC and several rescue groups.
The Packet of Information
We designed a packet of info that included our corporate
brochure, the pet yellow pages, the Declaration of the “No
Kill” Movement in the United States, which was written by
Nathan Winograd, a flyer on the film, a #10 envelope and
donation letter of thanks, and a fund raising flyer on
“Rescue Facts”
The Marketing and Publicity Efforts
We sent press releases out to all TV, Radio and Print media
five weeks in advance of the screening and again three weeks
prior to the event. We called the major newspaper to be sure
we were listed in the upcoming events section and the Sunday
Pet pages. We also designed posters and posted them in
selected grocery stores in the area. We printed 300 flyers
and distributed them through eight library locations in the
county. We did a saturation direct mailing of a, “You Are
Invited” 11” X 17” ¼ fold promotion to a rural route in the
vicinity. Finally, we mailed a special invitation to over
250 on our newsletter list. We then called the Mayor’s
office and obtained a Mayor’s Medallion to present to the
film director who was in attendance.
The Projected Goals and Success
Our goals were to inform our possible volunteers on what we
were really about and to introduce area shelters to the
concept of “No Kill”. We shared success stories beyond the
film that showed definite reductions in the euthanasia rate.
We did accomplish these two tasks. Another goal was to
introduce the concept of an animal welfare alliance that
will be our next project.
The Budget
We did not have a set budget for this event. However we did
monitor expenses that totaled over $300.
Some Conclusions
- The film is best used as a new member’s orientation
film or as an introduction to forming a coalition or
alliance.
- The film presents four non-lethal methods of action,
which are very good, but it still needs to be tied down
to local goals and objectives that say, “Now What”. A
call to action is needed for the group that does the
screening such as, here’s what we can do in our
community. Otherwise that film will feel overwhelming
and too big of a job for a small group.
- All the publicity in the world did not draw the
general public in a big way. They did not respond to the
idea of seeing a film.
- The media viewed the film as a lesser event that was
not news worthy. It must be promoted among volunteers or
the animal welfare community to be a success.
Recommendation
We were very happy we did the screening. It accomplished
just what we wanted it to do. Kim Cady did a great job of
producing the film. It is informative and focused to the
needs of the “No Kill” community. We highly recommend it.
Respectfully Submitted,
John Marinelli
Executive Director
Have A Heart for Companion Animals
www.haveaheart.us
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