In 2002, a friend who was a regular volunteer at the local animal shelter asked if I would be willing to create a campaign to help reduce Charlotte's embarrassingly high euthanasia rate. At the time it was one of the highest in the US. Of course I said yes and the result was a multi-platform campaign that over the next two years helped drive down the kill rate by 30%, and increase adoptions of pets on death row by 60%. I'm really proud of this campaign because it worked. It also received a bunch of awards, and I was even given a commendation by the Charlotte Chief of Police.