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 o er 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 in uence and improve the social perception of dogs Share stories and personal experiences with other dog owners around the country and the world

Lightnin’ the Bloodhound

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, 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
Farfel the Mini Poodle

Izzy the Bernese Mountain Dog

6. TV SERIES - TBA

SPREAD THE WORD!

Co-Branded Outreach
O cial 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) Co-branded press releases Co-branded products/materials
Stella the American Sta ordshire Terrier

*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 gure: 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 speci c 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 purebred dogs as well as mixed breed dogs

Chelsea the Boston Terrier

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 companion animals enter US animal shelters, of whom approximately 5-9 million are euthanized (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 Bu alo 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
1. American Pet Products Association 2. Pet nder 3. ASPCA.org
Rupert the Plott Hound

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

4. Dr. Karen Allen, State Univ. of New York at Bu alo

Olive the American Foxhound

5. “One Nation Under Dog” - Michael Scha er 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 di erent 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 in uencer
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 415-269-7196 kira@projectdog.net www.projectdog.net www.nuenapets.com

HOT 20 UNDER 40

FEATURED ALUMNI 2010

...and more!