“Maddie’s Day Out,” a City of Austin Channel 6 production about a lost Labrador retriever and her adventures around Austin, TX has received national accolades.
The Public Service Announcement received the prestigious Emmy Award nomination from the National Academy of Television Arts & Sciences Lone Star Chapter. The Emmy award will be given at a ceremony in Dallas, Texas, on Nov. 10.
The PSA also won first place by the National Association of Telecommunications Officers and Advisors.
The PSA is part of a citywide program educating residents of Austin and Travis County about free pet I.D. tags and microchips to help keep pets out of the animal shelter system. The program aims to reunite owners with lost pets more easily.
The PSA was developed in partnership with the Animal Services Office and MOSAK Advertising & Insights, a local advertising agency with headquarters at 3809 Juniper Trace, Austin. The firm has been working with the Animal Services Office for the past year providing pro-bono creative services for public awareness campaigns for the animal shelter. MOSAK provided the original concept and creative direction on “Maddie’s Day Out” PSA.
“We have been very fortunate to have MOSAK as a partner this past year,” said Patricia Fraga, Program Manager in the City’s corporate Communications and Public Information Office, who managed the PSA production with Channel 6 videographers Jonathan Uhl and James Williams. “This firm has provided the animal shelter with invaluable in-kind creative services that have proved successful to support the shelter’s mission though public awareness and education.”
The 60- and 30-second announcements follow Maddie, a lost Labrador retriever and her adventures around the city. Because Maddie was properly tagged with a microchip and I.D. tag, she was quickly returned to her owner.
The free I.D. tags, collars and HomeAgain Microchips are offered to all pet owners in the community from 11 a.m. to 7 p.m. daily at the Austin Animal Center in Central East Austin at 7201 Levander Loop.
In addition to “Maddie’s Day Out” PSA, the City also received three other Emmy nominations:
• Informational/Instructional-Program/Special/Feature/Segment – Health and Human Services Overview
• Public/Current/Community Affairs – Feature/Segment – Bennu Coffee Shop
• Public Service Announcement – Grow Green series