Chesapeake Search Dogs does life saving first responder work, but few had ever heard of them. This is a huge challenge when it comes to raising funds to train and care for these working dogs. Ahead of their annual fundraiser, Pulp developed a social media campaign to increase awareness and support for the 100% volunteer organization. Simple, bold—and a little bit playful—the approach brings to life the serious, urgent and life saving work CSD does. Finding missing people. With little budget, we let dramatic black and white imagery help the audience imagine the setting juxtaposed light, but direct headlines