THE CLIENT 
The Victorian Animal Aid Trust (Animal Aid) is an Animal Welfare organisation dedicated to the care of all lost, unwanted and abused animals, and is bound by the Code of Practice for Animal Shelters.  The operations of Animal Aid are administered by a board of voluntary Trustees, supported by paid professional staff and assisted by an enthusiastic group of volunteers.

THE CHALLENGE
In raising awareness about Animal Aid, our main challenges were twofold - firstly to get clear cut-through of Animal Aid's message in a media market where there are at least two other animal welfare organisations that distribute similar ideas; and second, to broaden the appeal beyond the organisation's headquarters in Coalstream in regional Victoria.

THE OPPORTUNITY
The opportunities in representing Animal Aid were many and varied - featuring charming and evocative images of all sorts of animals - cats, dogs, pigs, the list goes on, and speaking to a subject matter close to the hearts of all of us - our pets, which provided a media 'sweet-spot' ensuring coverage on a regular basis. 

OUR RESULTS
The results Publicity Queen has achieved for Animal Aid have been stellar - the equivalent of hundreds of thousands of dollars each year in coverage in major metropolitan press, on TV, radio, magazines and online.