Betty White was one of the most ubiquitous figures in American pop culture who advocated for animal rights throughout her career. Upon her passing, numerous pet shelters and welfare centers utilized her image to raise awareness for pets in need of homes. One of these organizations was Wagmore Pets, a staple pet rescue center in Los Angeles.
Wagmor reached out to Mattie—a huge Golden Girls fan herself—to collaborate on a mural in the heart of Melrose that would commemorate Betty White and raise money for pet welfare. Mattie would craft a portrait of Betty in all her smiling glory that encouraged Angelinos to “be more like Betty” in her fight for animal welfare.
To further enhance the campaign, Corie embedded a QR code in the mural that promoted engagement and provided a direct link to donate to Wagmor. They also produced a limited series merch line of t-shirts and prints with sale proceeds going towards Wagmor’s mission.
The campaign would prove to be a wide success by generating more than $20,000 in donations, 1-million+ impressions across social media, and feature spots in local and national news outlets.