The city developed a creative and successful animal shelter promotion campaign to increase the pet adoption rate. With no additional budget to address the low adoption rate, employees got creative. The result is a multi-media promotion plan that uses clever themes, eye-catching art, and special promotions to place needy dogs and cats in loving homes. City staff generated all ideas internally and used television, radio, Facebook, the city website, the monthly water bill newsletter, and the city quarterly magazine to spread the word about themed adoption events and promotions. The campaign has been a big success. In just two years, pet adoption rates have increased more than six percent and continue to trend upwards. In addition, donations to the shelter have increase 235 percent in the same time period. The increased funding has allowed the shelter to pay for special-needs animals, heartworm testing, and the expansion of the exercise yard.