“Fix at Four” is an initiative designed to create awareness of the proper age at which dogs and cats should be spayed or neutered and help reduce the staggering numbers of unwanted pets killed in shelters each year. Over 50% of the more than 70,000 puppies and kittens born in the U.S. each day are the result of accidental litters, primarily due to confusion as to how young pets can become sexually active. The campaign was created by Best Friends Animal Society as a part of their ongoing mission to bring about at time when there will be No More Homeless Pets.

The website went live on April 23, 2012. On the same day, the public service announcements and web videos were uploaded to the client’s YouTube channel. In the following days, agency and client press releases were sent to news and trade outlets, and the public service announcements began entering station inventory. Press and Out-Of-Home executions followed, all dependent on donated media space and airtime.

To date, the PSAs have been aired more than 50,000 times, with the major U.S. networks alone donating more than $20 million in airtime. The website been visited close to 30,000 times, with more than 25,000 of them being unique visitors. Best Friends Animal Society has continually received additional media placements as the campaign has gained popularity.