On November 15, 2011 The Ad Council, in partnership with The Humane Society of the United States and Maddie’s Fund, announced the launch of a second series of public service advertisements for The Shelter Pet Project, a campaign that has helped change the landscape of shelter pet adoption and reduce the euthanasia of shelter pets by 10 percent since its launch in 2009.
The campaign goal is to bring the number of healthy and treatable pets losing their lives for lack of a home to zero. This is the first time in its history the Ad Council has taken on an animal welfare cause. The Shelter Pet Project is also the first national PSA campaign that brings together the largest animal welfare organizations and shelters across the country to reach that goal.
The public service advertisement will be distributed by the Ad Council to more than 33,000 media outlets nationwide. Te PSAs will run and air in advertising time and space that is donated by the media.
“In just two years, the number of pets euthanized has decreased by 10 percent, however there are still millions of healthy pets that need a loving home,” said Peggy Conlon, President and CEO, The Advertising Council. “This campaign entertains audiences while bringing an important message, the need to adopt pets from shelters, to the forefront.”
The Ad Councils mission is to identify a select number of significant public issues and stimulate action on those issues through communications programs that make a measurable difference in our society.
To that end, the Ad Council marshals volunteer talent from the advertising and communications industries, the facilities of the media, and the resources of the business and non-profit communities to create awareness, foster understanding and motivate action.
The Humane Society
“Choosing to adopt is game-changing for you and life-saving for an animal,” said Wayne Pacelle, president and CEO of The Humane Society of the United States. “Pets end up in shelters through no fault of their own – they are often victims of circumstance. If enough people in our nation choose adoption, we can eliminate the euthanasia of healthy and treatable pets in our country.”
We all have heard of The Humane Society, but did you know it is the nation’s largest and most effective animal protection organization—backed by 11 million Americans, or one in every 28.
Established in 1954, The HSUS seeks a humane and sustainable world for all animals—a world that will also benefit people. We are America’s mainstream force against cruelty, exploitation and neglect, as well as the most trusted voice extolling the human-animal bond.
“We are expecting our new campaign PSAs to connect with the 17 million people who are going to get a pet this year and convince at least 2.7 million of them to adopt from a shelter or rescue,” said Maddie’s Fund President Rich Avanzino. “We are hopeful that the new ads will also inspire the 14 million animal lovers who have already adopted to tell their friends why shelters are the first and best places to go for a new four-legged family member.”
Maddie’s Fund® The Pet Rescue Foundation, is a family foundation funded by Workday and PeopleSoft Founder Dave Duffield and his wife, Cheryl. Maddie’s Fund is helping to create a no-kill nation where all healthy and treatable shelter dogs and cats are guaranteed a loving home. Maddie’s Fund is named after the family’s beloved Miniature Schnauzer.
“We are thrilled to be launching the second phase of an already impactful partnership with the Ad Council and its sponsors,” said Nick Paul, EVP, Global Chief Growth Officer, Draftfcb. “This is a tremendous cause and we hope that the energy and positivity behind the new work will reflect the joy that comes from bringing a pet in need into a loving home. We are confident that the optimism of our message will resonate with the millions of potential adopters that are still out there and bring us even closer to our goal.”
The new television, radio, print, outdoor and Web ads, created pro bono by Draftfcb Chicago, focus on the relationship between shelter pets and their owners by featuring pets observing their human’s quirky yet loveable behaviors, concluding with the message that, “A person is the best thing to happen to a shelter pet.” All of the ads direct prospective pet owners to a comprehensive website, The Shelter Pet Project, where users are able to search for a pet from a local shelter or rescue group, read adoption success stories and learn valuable information about pet adoption.
Please join all of us here at PetsBlogs and show your support for this wonderful cause by spreading the word about the Shelter Pet Project. A person is the best thing to happen to a shelter pet . . .
- If you’re looking for a pet, consider a shelter pet.
- Encourage any friends you know who happen to be looking for a pet to consider rescuing their new best friend from a shelter using the resources available at ShelterPetProject.org.
- Like The Shelter Pet Project on Facebook
- Follow The Shelter Pet Project on Twitter
- Subscribe to The Shelter Pet Project Channel on YouTube.