ASPCA stands for The American Society for the Prevention of Cruelty to Animals. ASPCA ads are often heavy-handed and feature abused animals. They are a lot to take in and most people think of them as the organization that makes them sad. Which is unfortunate because they provide a necessary service. The goal of this ad campaign is to change the public perception of the ASPCA. This campaign is looking to lighten the overall mood without rejecting the seriousness of the issue.