How to Cut through the Noise: Strategies for Engaging Communities on Cat Overpopulation

Geoff Urton, Senior Manager, Stakeholder Relations, British Columbia SPCA

Even with significant progress in building support for cat welfare issues, the staggering number of homeless cats remains a serious concern. As a movement, many of us still struggle to clearly and concisely articulate the root causes of cat overpopulation and how spaying and neutering can help end the crisis.

The presenter will share research and findings from a targeted cat spay/neuter advertising campaign piloted in two communities in rural BC.  Whether or not your organization is currently focused on this topic, the framework and tools provided can be applied to any issue. By the end of the workshop, participants will create an advertising campaign plan for their local communities based on their own campaign objectives and target audience(s).

Key Learnings:
1. Understand how to apply the framework and tools provided to spay/neuter awareness raising efforts and program implementation
2. Identify the challenges and opportunities for creating awareness in your local community
3. Apply targeted advertising and outreach strategies to further scale the impact of your organizational objectives


Geoff Urton
As the BC SPCA’s Senior Manager of Stakeholder Relations, Geoff puts his background in Animal Welfare Science (UBC) and Dialogue and Negotiation (SFU) to work advancing public policy initiatives across Canada. His advocacy and outreach team works with other stakeholders at the local, provincial and federal levels to advance animal welfare standards through a collaborative approach.