The Humane Society of the United States and Humane Society International are rebranding to Humane World for Animals. The idea is to clarify their mission. The change was unveiled to donors last fall during its annual gala in New York City and the official announcement was this week.
As part of the rebrand, Humane World for Animals deployed an integrated marketing campaign that includes high-visibility billboards across Australia, Canada, India, New York City and the U.K. There are television spots, streaming, audio ads, and a social/digital campaign.
The Humane Society of the United States was founded in 1954 and later added the Humane Society International which now works in 50 countries. The Humane Society Legislative Fund, the U.S. political affiliate has become the Humane World Action Fund. Through investigations, public education, direct care, corporate reform and public policy work, the organization has improved the lives of billions of animals globally.
All three groups are now under the Humane World name. Coinciding with the evolved name, the organization is simplifying all logos into a shared mark that communicates its global, all-animals focus.
“Since our founding in 1954, we’ve continued to expand our work to serve animals and maximize our impact,” Kitty Block, president and CEO of Humane World for Animals, said via a statement. “This important next step in our historical journey ensures our global mission and vision for animals are clearly understood. Our new name more effectively conveys the work we do to address cruelty and suffering across a breadth of issues — from factory farms, the fur trade, and animal testing, to trophy hunting, puppy mills, and rescuing animals from disasters and large-scale cruelty cases.”
To officially launch the rebrand, Humane World for Animals will debut a global TV ad regarding a future without animal cruelty set to a newly created rendition of Peter Gabriel’s 1977 hit “Solsbury Hill” and recorded by Grammy-nominated pop superstar Sia. The song’s cover of “Solsbury Hill (Humane World for Animals Cover)” is available for streaming, with her proceeds supporting Humane World for Animals.
“Our new name, imagery, and brand story clarifies the work we stand for: tackling the root causes of animal cruelty and suffering to create permanent change,” Alison Corcoran, chief development and marketing officer of Humane World for Animals, said via a statement. “While our name and branding will change, our ongoing commitments and core priorities have not. With this evolved brand will come the ability to express a clear, compelling and comprehensive view that grows support, attracts a new generation of advocates and supporters, and connects with more partners to make a bigger difference for animals around the world.”
