An oxymoron you say? Well, the former Atlanta Falcons quarterback – who got sent away for organizing a dog-fighting ring and has been conditionally reinstated by the NFL and cleared to play in October – will be working with The Humane Society of the U.S.on an anti dogfighting community-based program. Talk about an interesting celebrity marketing tactic by a major nonprofit.
In a recent interview, Humane Society (THS) president and CEO Wayne Pacelle said the organization’s goal is not to flog Vick endlessly, but to give him a platform to get anti dogfighting information into the streets of Atlanta and Chicago where tens of thousands of kids are getting into this activity. Vick will commit to two events a month in THS’s community-based program.
Pacelle made it very clear that Vick will not be a spokesperson for THS; there are no PSAs planned and no celebrity appearances. The Humane Society has actually been Vick’s most outspoken critics. Pacelle added that,” Only his [Vick's] deeds we’re going to measure.”
At a time when nonprofits seem to be increasing their celebrity partnerships – to engage with their missions and in cause marketing campaigns – what do you think about this atypicaL use of Vick’s celebrity at The Humane Society? Has he paid his debt to society and now his fans should accept his “community service” outreach? Has The Humane Society made a good branding decsision?
Check out THS video on this issue with Pacelle’s rationale for embracing Vick:
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Tags: Cause Marketing, celebrity marketing, Michael Vick, The Humane Society
Maybe I’m nuts, but who better to be a partner than someone who crossed over into the dark side and now sees the light? Folks who do bad things are more likely to listen to a reformed-one-of-their-own than to evangelists.
Good point, Lewis. Thanks for weighing in.
Much as I dislike Vick, I do think this is a pretty smart move by the Humane Society. As Lewis suggests, people love a reformed sinner, don’t they? They love a reclamation project.
This is smart for both Vick and the Humane Society. Vick wants to convince people he’s reformed and worthy of being picked for an NFL team – what better way than to do this? And the Humane Society will generate a ton of interest and visibility using Vick.
When I originally heard about this several months ago I thought it was absurd but I have to agree with Lewis. Who better to get the message across then someone who knows what it’s like to be in that world. I just hope that this is really a grassroots effort. He needs to be on the street in the areas this is abuse is taking place.
I despise what Vick did. I don’t know that he “learned his lesson” though. I suppose this is one way to find out. If it is just a ploy by him to get back in everyone’s good graces, that will show in time. If he had a “come to Lassie” epiphany and really gets how unbelievably horrid and inhumane his actions were, then he is on the right track.
My underlying resistance to him being there is the well known documentation that people who harm animals are really sociopaths and probably not redeemable. But, I’m a minister’s kid and have a pastor’s heart. So – I’ll give him time to prove to us that he has changed. I would hope the Humane Society has a plan for monitoring him closely to determine the depth of his commitment.
As for a marketing tactic? It’s risky. The negative publicity connected with his name could still be so strong in people’s minds that it could backfire.
At first I thought, no way no how. But on further reflection, why not? If he has truly learned from this terrible thing that he has done, then working with THS might just be a good thing. As the ED said, they will only measure his deeds. Time will tell and I for one, will be watching.
I’m conflicted on this. While I understand why HSUS might want to take advantage of Vick’s reach, I totally distrust Vick’s motivation, which I think is about making a comeback and being able to get into the NFL. It feels very disingenuous to me. Too quid pro quo and those kids Vick can theoretically reach will see that, and be that much more cynical.
Someone please explain to me how you can say “nobody told me this was wrong,” and then say “but I still knew it was wrong.” Is that logical in any way? If he knew it was wrong on some level, how does it matter IN THE SLIGHTEST that nobody told him?
That makes me believe that this is just an act to boost his PR.
Elaine, thank you for posting the video of Wayne Pacelle speaking about this issue. At The Humane Society of the United States, we are in the business of change, and we want to help people change. We work with ex-dogfighters in Chigago and Atlanta, and we have inner-city programs that steer young kids away from dogfighting and teach them a better way to interact with dogs. If our work with Michael Vick can stop one young man from getting involved in dogfighting, then it will be a 100% victory for us. We believe it is consistent with our mission of celebrating animals and confronting cruelty, and it says a lot about our values and who we are.
People who kill animals with their own hands are sociopaths and are by definition incapable of remorse or change. This is just something his publicists came up with to clean up his image so he can go back to football. Shane on the NFL and the HSUS and anyone else who believes he has seen the light. But why would anyone be surprised that HSUS would. They don’t care about pit bulls, especially ones that have been abused by dog fighters. They wanted to euthanize all the Vick dogs and all the others that get rescued every year and encourages breed specific legislation against pit bulls. Lucky for all of us who love our pit bulls that there are other organizations who know better, who know that pit bulls are wonderful dogs whose biggest flaw is wanting to please people so badly that they will fight to the death to do so. Shame on all the sociopaths that take advantage of them.
Total kudos to Michael Markarian of HSUS for listening in on Twitter and circling back to this post. Great to see a brand with its ear to the ground — listening for feedback. Well done.
Wow, I don’t know where to begin. Thank you all for your comments.
@Ann, Amy, Becky, Abbie: You have good souls and are forgiving people.
@Beth, you may be right and time will tell if the negative PR will have an effect on Vick’s reputation as an athlete. The street kids he’ll be working with will likely be in awe regardless, and as The Humane Society CEO and Michael Markarian said, if Vick can stop one young man from getting into dogfighting, then it’s a win for the mission.
@Teri: You may be right and the kids will see through Vick’s intentions – if they are not honorable. Whether his offer is motivated by the negative PR or a genuine desire to make things right, THS will be the best judge, I imagine.
@Ben, it’s difficult for us to speculate on his perceptions of his deeds, as his upbringing may have been totally different than some of us here.
@Michael, I really appreciate your post on behalf of The Humane Society of the United States. I hope you’ll keep us posted on the progress of this inner city program.
@Rebecca, thanks for conveying your concerns about pit bulls.
@rebecca – as a pitbull owner and HSUS employee, i have to say that I think your comment is both close minded and inaccurate.
It’s clear that you’re angry. I get that; I’m still very angry at him and the things he did, too. But direct your anger into positive change, instead of badmouthing an organization that has made more strides against the cruel act of dogfighting than any other.
As Mike said, The HSUS embraces a culture of change. They have nothing against pit bulls and if they did, I’d have a serious problem with it. I love my pitbull and I am proud to work for HSUS. So, please do not speak for me.
I may not have forgiven Vick for what he did but I believe the HSUS when they say if their work with him can stop one young man from getting involved in dogfighting, then it will be a 100% victory.
That is change, and that is what the animal welfare movement needs.
Ann, thanks for posting about Michael’s response. I was definitely impressed with the HSUS response to this. And thanks, too, to Beth Harte for her Twitter links.
I am personally involved with the HSUS End Dog Fighting program. The program is great, the trainers are great, and the volunteers are great. However the decision made by Wayne Pacelle to support Michael Vick is not shared with other HSUS employee’s involved with this program. The decision was made to help Mr. Pacelle get the attention he feels he deserves because he is a selfish and greedy man. Anybody who is reading this, is close to the Chicago area, and wants to protest the decision Mr. Pacelle made against the recommendation of others involved please come and protest the following event where Michael Vick will speak.
Wednesday, August 12th at 4:00pm
Liberation Christian Center
6810 S. Ashland Ave.
Englewood, IL
The decision goes against everything the class is about and jeapordized the good work already done. Please show up andlet Mr. Pacelle know that his selfish and greeddy decision will not be tolerated. Thanks for the help.
Lucinda
I suppose if former gang members can reform their ways and help young kids and teens stay out of gangs, former dog fighters can do the same.
Of course Michael Vick’s motives are suspect so only time and actions will tell. But can you think of a better individual to get the press and following that the HSUS can use to to really speak out against this horrible crime? Vick’s notoriety and involvement in dog fighting has already increased awareness of the problem. I think the vehemence against him serving as a “spokesperson” comes from the people that already have strong negative feelings against dog fighting. Where he could serve a great purpose, is to get the people that actually participate in dog fighting to understand what they are doing is wrong. If these people look up to Vick in anyway, he could serve a very useful purpose – he’s been there, done that, regrets it. If that saves dogs from this cruel fate, it’s worth the risk.
This is just a celebrity marketing ploy by Vick to change his image and kids in Atlanta and Chicago who Vick might influence know it. I seriously doubt that he is truly “reformed.” And the kids know Vick is just trying to get his football career back.
Wow, I have so much love the THS after this. PETA is basically a militant group that are saying he doesn’t deserve a second chance. There is so much hate over there. I’m glad THS allows the man to have a second chance.
Mr Vick is a murderer and should not be allowed back in the NFL or should he have anything to do with the Humane society. I will personally never give money to this organization ever and the should be banned.
Bottom line …. Dog fighting is considered a felony. It’s going to be very difficult to watch this guy without thinking about those dead and tormented dogs. What’s done is done and nothing can be done about the animals Vick harmed. And we knew the dogs that didn’t fight were beaten, shot, hanged, electrocuted or drowned. Now is the time for Vick to make us feel warm and fuzzy about the work he will now do to help animals, as well as about the way his sport will help him find redemption, which seems to come easier to our pro athletes by the day. It would just be nice if that happens somewhere else. Like in rehab. Is this who you want your children to look up to and be just like him? I’ve been an Eagles fan for a lot of years though good and bad but this is inexcusable. If they feel they need a dog killer on the team to win that is really sad. I can’t support this team or any team that has a dog killer on their team. Or will I support the HS for any cause.
Michale has not been reformed and only is doing this for window dressing. Now that he has an NFL contract, he now brags about his discusting pastime: See the following
http://www.theonion.com/content/news/michael_vick_fails_to_inspire_team?utm_source=a-section