Overview: AHIMSA House is the only organization in Georgia (and one of the few in the United States) that provides temporary shelter to the pets of people escaping domestic violence. While few know the meaning of the word “ahimsa,” many know AHIMSA House as a caring, professional, and effective organization that enjoys broad public support. Ahimsa in the Hindu, Buddhist, and Jain tradition means “the principle of nonviolence toward all living things.” AHIMSA House is respected among women and family organizations that fight domestic violence as well as vets and animal rescue organizations that protect animal welfare.
Purpose: Campaign to define AHIMSA House in the public imagination, raise awareness of the perils of domestic violence and need for temporary shelter of pets of its victims, and generate wide financial support to expand its capacity.
The work includes a complete overhaul of AHIMSA House brand identity, including a new mark that suggests love, protection, people and pets. The new system includes graphic standards on fonts, colors, and images. A short film by Neil Fried introduces AHIMSA to broader audiences and will generate funds to expand its volunteer and fundraising capacity.
The integrated communications campaign also includes new website, limited print materials, and an archive of original photography by Josh Meister and film to promote AHIMSA’s work and success.
Results: Volunteers are up; the client has been able to reach more donors; their work is expanding.