GRAND PAWS AT THE VIRGINIAN

As The Virginian Senior Living Community was amid renovations, it was imperative to develop an engaging program for residents that could garner publicity and bring awareness to the community. The idea originated with the desire to give back to the Fairfax community and work with a local animal shelter to help raise funds for the dogs and assist in their adoptions. Black Dog Strategies partnered with "Draw for Paws," a nonprofit dedicated to supporting the welfare and rescue of animals, to launch the "Grand Paws" initiative at The Virginian. This collaboration aimed to showcase the community's commitment to social responsibility and generate substantial press coverage.

The Grand Paws Initiative focused on highlighting senior animals often overlooked in shelters. Partnering with two local shelters for different publicity opportunities - Homeward Trails and Lucky Animal Rescue, residents at The Virginian worked to promote and “adopt” three senior dogs. Residents expressed their support by creating portraits of the elderly dogs, showcasing their unique personalities and charm. Black Dog Strategies worked with The Virginian's art therapist and helped the residents create the portraits. 

The heartwarming initiative exceeded expectations, resulting in the adoption of the senior dogs and attracting widespread media coverage. The story went national and also achieved local coverage. The Virginian residents are so proud of their paintings and the program, the portraits are hanging up around the community, including on display in The new Virginian art rooms.

Media coverage included features in People Magazine, ABC World News Tonight with David Muir, Fairfax Gazette, ABC-TV DC, Yahoo Lifestyle, Newsmax, Upworthy, Fox News, Southern Living, NBC affiliates, and several wire services. The program went viral and received attention from social media influencers. Media coverage and social media content has topped more than two million views.

The ongoing success of the Grand Paws Initiative not only brings joy to The Virginian residents but also highlights the positive impact senior living communities can have on the welfare of animals in need.