Zebra K9
Zebra K9 Public Relations
It Makes More Sense
Safety Dog Teams Combat School Shootings and Enhance Mental Health
Our public relations and media relations efforts have established Zebra K9 as the leading and premier provider of safety dog teams for K-12 school districts in Michigan.Opportunity
School shootings in the U.S. have nearly tripled in the past three years, reaching 346 incidents in 2023. Metal detectors, weapons detection systems, school resource officers and cameras have proven inadequate to find guns in schools. Experts now recognize full-time, onsite safety dog teams as a superior solution. Safety dogs sniff out hidden guns and explosives and provide social and emotional support to students and teachers.
Advocacy
Driven by our commitment to create a positive impact, CRIMSON developed and executed a communication strategy to raise awareness of safety dog teams’ positive impact and the availability of state funding for Michigan schools to secure these teams. Beyond Michigan, the goal is to make safety dog teams a national standard for school safety and mental health, and to ensure a secure and supportive learning environment for children. We executed media relations and brand advocacy for Zebra K9, playing a pivotal role in promoting the efficacy of safety dog teams. We crafted success stories in conjunction with school superintendents to present to the Michigan Department of Education, showcasing the positive impact and advocating for sustained state funding.
Transformation
Zebra K9’s safety dog teams are saving lives and creating safer learning environments, maintaining a record of no major incidents. We have contributed to securing these canine teams in nearly 50 schools across seven school districts. Our media relations efforts generated over 100 targeted news stories and raised awareness among over 1,000 school superintendents across six states, setting the stage for nationwide adoption.
