ASPCA Builds an Orange Social Network of Animal Lovers

3 Minute Ad Age: April 14, 2008

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NEW YORK (AdAge.com) -- The American Society for the Prevention of Cruelty to Animals turned its annual outdoor gathering in New York into an orange spectacular last week. The 142-year-old organization, which is the oldest of its kind in the U.S., is conducting a national marketing campaign to establish orange as its official color. It's also rapidly expanding its online operations into a social network for animal lovers at the same time it has launched a text message-based donations system.

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