Uptown Community Clinic: Lucy

This is headline is much worse than the dog´s ad one.

all of these headlines are incredibly flat? wtf?

this was done far better by ddb!

Agreed on the headlines. Very flat.
And has anyone noticed that Lucy is a boy?
Details are important when you're trying to persuade people. No?

"But, by showing a horse instead of a child, we've increased the chances you'd read this...What does that say about our society?"
It says that ads with kids in them are boring and overdone, so nobody wants to pay attention to them. It also says the agency you hired is lazy and saw the only alternative to putting a kid in an ad is this preachy bullsh*t.

"If people know of a horse that's not being cared for, they report it."
I'm pretty sure that if people knew of a child that isn't being cared for, they'd report that, too. That's why Child Protective Services exists and why children get removed from abusive homes and placed into foster care all the time.

"The last thing we want is for people to stop caring about animals."
You had me fooled. Thanks for clearing that up.

i agree i don't like these head line

A gelding not a mare. That's what happens when there's no fat on your foal.