(WBBM NEWSRADIO) -- A 125-year-old Chicago organization that rescues dogs, cats and other small animals has re-branded itself.
The Anti-Cruelty Society’s new name is, simply: Anti-Cruelty.
“Our reach is so much larger than it was when it was founded by Rose Fay Thomas and her small group of friends back in the 1800s, so we decided on our 125th anniversary to honor her legacy by evolving into just the statement of Anti-Cruelty,” says the group’s marketing and communications, director Rachel Klousnitzer.
Anti-Cruelty also has a new logo with the outline of a cute dog and cat.
“This really just was updated fresh. It’s fun and it just really represents who we are now.”
She adds: “We know, based on a lot of testing and a lot of market research that, when people hear ‘Anti-Cruelty,’ they do think of us.”
Anti-Cruelty’s 125th anniversary celebration this week included the unveiling of an honorary street sign naming Grand Avenue between Wells and Clark as Rose Fay Thomas Way, in honor of the organization’s founder.
Klousnitzer says Anti-Cruelty has saved more than 350,000 animals since 1899 and is currently facing unprecedented overcrowding and is hoping to encourage more people to adopt.
“We are hoping that this will encourage people to come out and adopt, especially our large dogs because we’re just having a ton of problems placing those animals.”
That’s due, in part, to people having apartment rental limitations and unease about the possible cost, she said.
Listen to our new podcast Looped In: Chicago
Listen to WBBM Newsradio now on Audacy!
Sign up and follow WBBM Newsradio
Facebook | Twitter | Instagram