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JoAnna Lou
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Promoting Adoption
New group represents N.Y. dogs to find their forever home
Gina's personality shines in this photo by Bruised Not Broken. Can't resist that face? Gina is available for adoption!

Homeless pups in New York now have their own public relations representation thanks to Bruised Not Broken. The new organization, started by Brooke Slater and her husband, leverages technology and social media to promote bully breeds looking for their forever homes. 

The inspiration for Bruised Not Broken came from their own rescue dog, Luca, who Brooke and her husband adopted from a local shelter two years ago. Luca is an all white, deaf Pit Bull who opened their eyes to the potential of bully breed dogs and the fact that so many are not as lucky as Luca.

Brooke and her husband decided that they had to do something and quickly identified a need for better promotion for homeless dogs. For instance, the only representation a shelter pup might get is often a single low-resolution photo, usually taken at intake when they are most likely to look emaciated and scared. 

Bruised Not Broken gives dogs a proper media campaign that gives them a better shot at being adopted. High-resolution photo shoots and You Tube videos capture each dog's unique personality. These photos and videos are then shared with dog lovers on their website, Facebook page and on Twitter.

Bruised Not Broken works with multiple New York City rescue groups and foster homes, primarily working with Pit Bulls who, at one point or another, have been scheduled for euthanasia.

There are so many dogs, especially pit bulls, stuck in New York Shelters. Technology can help, but many shelters don't have the resources to take advantage of social media to its highest potential. Bruised Not Broken may be the first of its kind to focus exclusively on publicity and will hopefully be a trail blazer for how rescue pets are represented. 

If you're interested in helping out, visit the Bruised Not Broken website to donate money, fill out an adoption application, or to help spread the word.

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JoAnna Lou is a New York City-based researcher, writer and agility enthusiast.

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