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Marketing Compassion



Those of us trying to raise awareness about animal suffering must constantly be looking for new ways to reach people. Leafleting, social media, speaking out, writing letters to the editor, and yes, writing books.

How do we market the idea that compassion is cool? I came across this terrific idea in Costa Rica — an ingenious and fun marketing plan to save hundreds of abandoned and unwanted dogs in Costa Rica. Almost seems obvious in its simplicity, but according to this video, it’s working. Hot damn!


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