On April 23, 2018, the Animal Rescue Fund of the Hamptons launched a new social media campaign, #ARFrescuelove. The brainchild of ARF adopter and Ad Man Neil Kraft along with the help of ARF Board member Amy Sullivan, who wanted to help bring attention to ARF’s rescue missions on a broader level.
Kraft, founder and creative director of advertising firm Kraftworks, created this compelling social media campaign – #ARFrescuelove – to showcase ARF’s work and the animals they save and care for while they wait for their “furever” homes. Reaching out to their friends, photographer, Francine Fleischer and copywriter, Melissa Berman – both parents of rescue dogs – the team was set. Everyone wanted to give back to ARF and agreed to work on this campaign pro bono.
Throughout the winter the ARF conference room was transformed into a makeshift studio and Fleischer photographed sixty adoptable cats and dogs with shelter staff serving as assistants. #ARFrescuelove is an ongoing project dedicated to reminding us to always “Adopt Don’t Shop.”
An inaugural exhibition of the #ARFrescuelove photographs will be presented at the recently restored Madoo Conservancy in Sagaponack, NY with the opening exhibition on Friday, June 15, coinciding with Much Ado About Madoo, the Conservancy’s summer benefit.