American Society of Appraisers: Distinguishing ASA From Other Appraisal Groups

Challenge: Created in 1883, the American Anti-Vivisection Society was established to monitor the treatment of animals in laboratories. With the successful cloning of cats in 2004, AAVS had a new challenge.

Strategy: To position AAVS as the media source of valid scientific and ethical information about the dangers of pet cloning.

Tactics:
• Created key messages.
• Prepared background information.
• Identified and trained spokespersons.
• Conducted radio satellite tour and ANR.
• Produced op-ed and letters to the editor.
• Educated Madison, WI residents about a new pet cloning laboratory.
• Released new report on the dangers of pet cloning.
• Held telephone news briefing.
• Produced follow-up activities.

Results:
The three-month intense campaign garnered more than 50 million media hits, positioned AAVS as the media resource on the topic and caused the pet cloning community to disseminate negative information about AAVS.