Dog Whisperer Cesar Millan Partners with Lopez Negrete Communications for Spay and Neuter Initiative

Cesar Millan, star of the hit National Geographic Channel program Dog Whisperer with Cesar Millan, and his charitable organization, the Millan Foundation, will help spread awareness of the importance of spaying and neutering pets and its direct impact on canine overpopulation through a series of Spanish-language public service efforts. The spay and neuter awareness campaign was strategically and creatively conceptualized by award-winning Hispanic marketing agency Lopez Negrete Communications, Inc. and consists of television, radio, and public/community relations, all aimed at Spanish-speaking dog owners.

“Every week millions of dog owners around the world honor me by allowing me in their homes to teach through the Dog Whisperer television show,” says Cesar Millan. “I would love to use this platform to inform people about dog and cat overpopulation and how it’s killing millions of pets every year in America. One of the kindest acts people can perform to save animal lives is to spay or neuter their pet, which prevents homeless animals from ever being born in the first place.”

The Millan Foundation approached Lopez Negrete Communications for its strategic insight and assistance in targeting Hispanic dog owners to promote the importance of spaying or neutering their household pet. The agency responded by offering its services on a pro bono basis, helping the nonprofit by designing and producing a fully integrated communications program that included television and radio public service announcements, grassroots marketing and a comprehensive public and community relations deployment plan. All work is focused on raising awareness of the consequences of pet overpopulation, which includes leaving over 4.5 million dogs and cats to die in local animal shelters each year due to a lack of space.

“Both my partner Cathy and I are total dog lovers and have admired the work that Cesar has accomplished throughout the years,” said Alex López Negrete, president, CEO and CCO of Lopez Negrete Communications, Inc. “Pet overpopulation is an important issue and one not commonly addressed in the Hispanic community, so we knew this was a breakthrough project we had to engage immediately. Our communities – and the animals – need it.”

Equally, the Millan Foundation and Lopez Negrete understand that Hispanics in the United States love and treat their pets as members of the family, but are largely unaware of the issue of pet overpopulation and the information and resources available to provide dog and cat spaying and neutering services throughout individual communities. Research conducted by Lopez Negrete proved that the Latino population is a demographic that is very open to learning the repercussions of leaving pets unsterilized and willing to take an initiative in addressing the problem.

Elements of the marketing campaign consist of a public service announcement for television in both English and Spanish, radio, and a marketing deployment plan consisting of media planning, public relations, social media and community outreach. The Foundation is partnered with the National Geographic Channel, which will debut the PSA nationally on July 9, with a three-city rollout plan in Houston, San Antonio and Los Angeles. Regional and national efforts are scheduled over the next two years.

“National Geographic Channel is thrilled to have the world premiere of Cesar’s PSA,” said Chris Albert, vice president, communications and talent relations.  “Having worked with Cesar for over six years, I know how passionate he is about this important issue, and I am thrilled we are able to support his efforts in this small way.”

The PSA is divided into two parts: the first, which uses the metaphorical device of colored plastic balls to represent newborn puppies who find cruelty, danger and death as they are set free to face life unattended, unloved; and the second, which is of Millan speaking directly to the audience stating that four to five million stray animals die each year due to similar situations, and that the best way to avoid this is to have a family pet spayed or neutered.

All services for the production were donated by the following: MPH Entertainment, Stage 101 Milagro Films, Texas Video & Post, Park Pictures, Production Wheels, Alex Ruby, Modernica Props, Mákine Studios, Yolanda Guillen, the City of Los Angeles, Compass Locations Ltd., and FotoKem. The music behind the Spanish version of the PSA was composed, produced and performed by renowned Latin Grammy and Grammy winning performer, producer and composer Andrés Levin. Levin has been a steadfast collaborator with Lopez Negrete on various award-winning campaigns for brands such as Dr Pepper, Kraft and various others.

For the English version of the television PSA, Grammy winning songwriter and performer Aimee Mann graciously allowed the use of her iconic song “Wise Up” from the soundtrack of the 1999 film “Magnolia,” which garnered nominations for an Oscar, a Golden Globe and three Grammys. “Aimee Mann’s astonishing, haunting lyrics and the emotional tone of this song simply make it a perfect match for this concept. We are so very honored that Ms. Mann so kindly allowed for the use of this magnificent composition for this cause,” said López Negrete.

The Lopez Negrete creative team consists of Alex López Negrete, chief creative officer; Javier Gonzalez-Herba, vice president creative director; Manuel Villegas, creative director; Iliana Escalona, associate creative director; Marlo Baker, director of broadcast production; Matias Lanzi, sound design; Miguel Nogueras, associate creative director; Karen Kain, senior art director; and Maria Arnedo, copywriter.

In support of the campaign, the Millan Foundation has also created a Spanish version of the Foundation’s website, which can be found at www.millanfoundation.org/espanol.

About Millan Foundation

Dog behavior specialist Cesar Millan is best known for his hit television series Dog Whisperer with Cesar Millan on the National Geographic Channel. The Millan Foundation promotes the adoption of abused and abandoned dogs at shelters and rescue organizations. The Foundation also provides direct funding for spaying and neutering programs and the humane education of children of all ages.  For more information, visit MillanFoundation.org.

About Lopez Negrete Communications, Inc.

Lopez Negrete Communications, Inc. is an independent, Hispanic owned and operated full-service agency specializing in Hispanic marketing. Headquartered in Houston, Texas, with a second office in Los Angeles, Calif., the company’s billings for 2009 were estimated at $164 million. Since 1985, Lopez Negrete has offered a full range of advertising, marketing and public relations services to industry leaders, including Walmart Stores, Inc., Bank of America, Microsoft Corporation, Kraft Foods (Kraft Singles, Kraft Mayonnaise, Ritz Crackers), MillerCoors (Miller Lite), NBC Universal Motion Pictures Group, Dr Pepper Snapple Group, Tyson Foods, Guerrero Mexican Foods, Azteca Milling L.P., Sonic Drive-Ins, Reliant Energy, and others. With more than 170 employees, Lopez Negrete Communications, Inc. is a proven leader in providing fully integrated national Hispanic marketing and communications services. For more information, visit www.lopeznegrete.com.

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