The Communications team at San Diego Humane Society came up with a clever concept to help promote long-term pets. The acronym R.A.D. ("Ready and Deserving) was deployed to highlight these hidden gems who, for one reason or another, were passed over and needed some extra attention to find their adoption matches. The concept expanded on the idea of the "old school class," and an 80s theme seemed like the perfect fit to help highlight the retro cool of these pets. Campaign graphics were created for social media, website and an accompanying icon was created that could act as an identifier for the promotion on these special pets' profiles. This adoption campaign is ongoing.