INTRODUCTION

What is Project DOG?

Project DOG is a new grassroots movement aimed at bringing
together the worlds of purebred and rescue dogs through a
creative dog photography project and cross country adventure.

THE GOAL

To find and photograph each of the American Kennel Club’s 173

nationally recognized dog breeds - both a purebred and rescue
dog of each breed (346 dogs total), from 19 US metropolitan
cities, for inclusion in a book. (the AKC is not affiliated with nor endorses this project)
Bella the West Highland Terrier Mix

CITIES

San Francisco  Los Angeles  Seattle  Portland  Phoenix

 Denver  Austin  Chicago  Milwaukee  Minneapolis 
New Orleans  St. Louis  Knoxville  Miami  Atlanta  DC 
Philadelphia  New York City  Boston

173 DOG BREEDS + 346 TOTAL DOGS + 20 CITIES = 1 BOOK

WHY?

Why Project DOG?

Foster a sense of community among dog lovers
Initiate conversation and create dialogue about
current dog-related issues
Encourage healthy and responsible dog ownership
Support and offer visibility for local animal rescues
and advocacy groups
Create a sense of equality between the purebred
and rescue dog communities through powerful
messaging and ad campaign
Harness the collective power of dog owners to
support each other and influence and improve the
social perception of dogs Lightnin’ the Bloodhound

Share stories and personal experiences with other

dog owners around the country and the world
LOGISTICS

How Project DOG Works

1. ONLINE DOG SEARCH (www.joinprojectdog.com)
- Online Dog Search via Twitter, Facebook, Website
- All dog submissions are posted on website
www.facebook.com/projectdog

www.twitter.com/projectdog
2. DOG SELECTION
- Upon receipt of submissions from all 173 breeds,
Izzy the Bernese Mountain Dog dogs will be selected for inclusion in book

3. ROAD TOUR & PHOTOSHOOTS

- Nationwide road tour to take place in 2011
- Drive to 19 metropolitan regions to photograph dogs

4. BOOK
- TBA

5. ART EXHIBITION
- TBA

6. TV SERIES
Farfel the Mini Poodle - TBA
SPREAD THE WORD!

Co-Branded Outreach
Official Project DOG website (5000+ unique visitors/month*)
- Blogging daily progress with photos & stories

Project DOG newsletter (1000+ subscribers*)

Nuena Photography Newsletter (500+ subscribers)

Facebook (Project DOG 786+ fans*, Nuena Photography 420 fans)

Twitter (@projectdog 4600+ followers*, @nuena 4600+ followers)

Nuena Photography website (1000+ unique visitors/month)

Nuena Pets website (2200+ unique visitors/month)

Nuena Photography blog (2000+ unique visitors/month) Stella the American Staffordshire Terrier

Co-branded press releases

Co-branded products/materials

*calculations from May10, 2010-September 11, 2010

BOOK

Project DOG: The Book

PROFILE PROFILE

ARRIVAL STORY PUREBRED DOG RESCUE DOG ARRIVAL STORY

SAMPLE SPREAD
The book will include:
Introduction
Foreward by a renowned dog advocacy figure: TBA
AKC dog breeds in alphabetical order
A page listing all of the rescue organizations associted with the rescued dogs
Acknowledgements
RESCUES

The Rescues
Project DOG is all about supporting local dog rescues and
animal advocacy/welfare organizations.

For each rescue dog submission received, the organization

associated with the dog is listed by state (and/or breed) on
the Project DOG Rescues page.

The Rescues
175 individual rescues from 34 states

34 breed specific rescues

Why Include The Rescue Page?

Visitors can associate real dogs to real rescue orgs

Provide a resource for new dog owners or people

who want to volunteer in their local area

Help illustrate that being “rescued” includes

Chelsea the Boston Terrier purebred dogs as well as mixed breed dogs
www.joinprojectdog.com/rescues
STATS
Stats & Facts
According to the 2009/2010 National Pet
Owners Survey, 62% of U.S. households own
a pet, which equates to 71.4 millions homes,
and 77.5 million dogs1
In 2009, $45.5 billion dollars were spent on pets1
Every year, between 8 and 12 million com-
panion animals enter US animal shelters, of
whom approximately 5-9 million are eutha-
nized (60% of dogs and 70% of cats).2
It is estimated that there are over 10,000
puppy mills in the U.S. of which 5,000 sell
puppies directly to pet stores 3
About 65% of pet owners acquire their pets
free or at low cost.3
Over 20% of people who leave dogs in
shelters adopted them from a shelter.3
Pets Help to Lower Blood Pressure A recent
study at the State University of New York at
Buffalo found that people with hypertension
who adopted a cat or dog had lower blood
pressure readings in stressful situations than
did those who did not own a pet.6
Rupert the Plott Hound
Olive the American Foxhound
25% of dogs that enter local shelters are
purebred.3
In 2001, 83% of American pet owners
referred to themselves as their animal’s
”mommy or daddy”5
There are about 5000 community animal
shelters nationwide that are independent;
there is no national organization monitoring
these shelters. The phrases "humane society"
and "SPCA" are generic terms; shelters using
those names are not part of the Humane
Society of the United States or the ASPCA.
Currently, no government institution or
animal organization is responsible for
tabulating national statistics for the animal
protection movement.1
1. American Pet Products Association
2. Petfinder
3. ASPCA.org
4. Dr. Karen Allen, State Univ. of New York at Buffalo
5. “One Nation Under Dog” - Michael Schaffer
6. The National Council on Pet Population Study
and Policy (NCPPSP).
MARKETING

Dear Ellen
I write a letter to Ellen Degeneres
every Tuesday featuring an Ellen face
cutout with different dogs, to keep her
updated on Project DOG progress. I
will write to her through completion of
Project DOG.
Ellen’s World Domination
Ellen launched “Ellen’s World
Domination” campaign in 2010 - to
take a photo with a cutout of her face
WHY ELLEN?
supports animal welfare causes
rescue dog program with USPS
co-owner of Halo Pet foods
social influencer
Harleigh the Cocker Spaniel
www.joinprojectdog.com/dear-ellen
BIO

About Kira Stackhouse

Kira Stackhouse is Owner/Photographer of award winning San Francisco-based Nuena
Photography. Nuena Photography specializes in modern portraiture of pets, and photographs
both commissioned and commercial work in the San Francisco Bay Area. Kira has vast
experience working in marketing and licensing and she is also a seasoned web developer and
graphic designer.

Kira’s photographic work has appeared in many publication (see logos to the left) and her dog
photographs are licensed by Barron’s Educational Book Publishers and appear in many of the
dog breed books you see in bookstores across the country.

Kira volunteers regularly at the San Francisco SPCA and photographs all of San Francisco’s top
pet fundraising events. She is also Owner/Designer of Scutte, a modern vintage pet clothing
and accessories company.

This year Kira was voted as #2 Best Pet Photographer in the SF Bay Area by the SFGate’s BayList,
she was one of 9 alumni featured for the year of 2010 in Lafayette College Alumni Magazine
and she was recently voted as one of San Francisco’s Hot 20 Under 40 for 7x7’ Magazine’s
Annual Hot 20- issue.

SanFrancisco
Contact Kira Stackhouse
HOT 20 UNDER 40
415-269-7196
kira@projectdog.net
www.projectdog.net FEATURED ALUMNI 2010

www.nuenapets.com
...and more!