The Shelter Pet Project
- Awarded: 2008
- Funding: $2.4M over 5 years
Maddie's Fund has partnered with the Ad Council, The Humane Society of the United States, and the entire animal welfare community for The Shelter Pet Project, a four year public service advertising campaign that encourages animal lovers to go to an animal shelter or rescue to adopt their "new best friend". The campaign aims to find homes for the 2.7 million healthy and treatable dogs and cats who are dying in shelters each year.
The Shelter Pet Project launched phase two of the campaign in November 2011 with new television, radio, print, outdoor and Web ads. These ads, created pro bono by Draftfcb, 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. Be that person."
All of the ads direct consumers to a comprehensive website, theshelterpetproject.org, where they 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.
The Shelter Pet Project marks the first Ad Council campaign to focus on pets. It has generated more than $57M worth of donated advertising time and space in the first 18 months of the campaign.
To see all of our campaign materials, click here.