The Shelter Pet Project

Project Dates: August 2008 - December 2016

Total Funding: $3,735,382

Pro bono Advertising Agency: J. Walter Thompson

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 public service advertising campaign that encourages animal lovers to go to an animal shelter or rescue organization to adopt a pet. The campaign's focus is to find homes for the 2.4 million healthy and treatable dogs and cats who are dying in shelters each year.The Shelter Pet Project marks the first Ad Council campaign to focus on pets. Since 2009 through June 2017, this campaign has generated more than $366M worth of donated advertising time and space.

In the past year alone, there have been more than 700,000 searches for adoptable pets. Visit The Shelter Pet Project website to search for a pet and see current creative advertisements.


The Current Campaign:

"Start a Story. Adopt." Campaign Wins at Cannes!

J. Walter Thompson's work on the Ad Council's Shelter Pet Adoption garnered a Silver Lion in the Cyber: Influence/Talent category.

J. Walter Thompson's pro bono work on the Ad Council's Shelter Pet Adoption garnered a Silver Lion in the Cyber: Influence/Talent category. The Shelter Pet Project PSAs feature some of the internet's most loved animals, including Toast Meets World, Keyboard Cat and Hamilton Pug, all of whom were adopted from shelters.


Recent social media campaign:

Social Paws

In this social-media based Shelter Pet Project campaign from J. Walter Thompson Worldwide, shelter pets are taking over the Social Paws lab and making videos and posts to get their friends adopted! They're creating pro-adoption messages around fun holidays like Donut Day, Hug Your Boss Day, Space Day, Odometer Day, Lazy Day and more.


 

The campaign continues to build awareness around the issue through an extensive social media campaign, which will include original and user-generated content encouraging people to share their shelter pet adoption stories. Through the Ad Council's first partnership with CrowdTap, the campaign will also leverage the marketing platform's extensive network of social media influencers to spread the word about shelter pet adoption and the new PSA campaign.