I am very excited to tell you that today is the day for the national launch of The Shelter Pet Project. This is the biggest-ever advertising campaign in our movement, and it is designed to boost shelter pet adoptions and ultimately to eliminate the euthanasia of healthy and treatable animals in shelters.
There is a nagging perception on the part of some Americans that there is something wrong or defective with animals in shelters. But nothing could be further from the truth. Most of the animals in shelters would make great pets, and they are often well socialized, vaccinated, sterilized, microchipped, and primed for a wonderful new home. They just need a willing human.
The thrust of the campaign is that pets land in shelters through no fault of their own, but instead because of a human circumstance—allergies, a divorce, a relocation, financial hardship, or just plain selfishness. The advertising theme turns the misperception of shelters on its head, and then urges would-be pet parents to make shelters their first stop.
The Humane Society of the United States, Maddie's Fund, and the Ad Council, in partnership with the entire animal welfare community, are launching this campaign, and with today's launch we are sending the ads to 33,000 media outlets nationwide. We at The HSUS are privileged to support local shelters and rescue groups by using our voice to help them achieve their mission of protecting animals.
Please join us in saving shelter pets—take a moment to enjoy the new commercials and maybe even find a shelter pet of your own at The Shelter Pet Project website. Watch the first two TV ads—"White Collar," which premiers tonight on Animal Planet at 7:34 p.m. ET/PT, and "Ditched"—to see the humorous but serious message of shelter pet adoption. You can encourage your local media outlets to run the compelling television and radio spots. And then be sure to spread the word to friends and family—the “Adopt-A-Gram” will definitely grab their attention.