The Shelter Pet Project 


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 to adopt their "new best friend." The campaign aims to find homes for the 2.4 million healthy and treatable dogs and cats who are dying in shelters each year.

Start a Story. Adopt.


Toast Meets World, Keyboard Cat and Hamilton Pug receive millions of views, likes and shares on social media, but most people don’t know they were adopted. Created pro bono by J. Walter Thompson New York, these new PSAs share these pets’ unique stories, which all began in shelters and rescue groups, and highlight the special bonds between the pets and their families. Prospective owners are encouraged to visit TheShelterPetProject.org to learn more about the adoption process and search for adoptable pets at shelters and rescue groups near them. Adoption advocates are also encouraged to support the effort on social media by using the hashtag #StartAStoryAdopt to share stories of how their shelter pets changed their lives for the better and to encourage others to start their own stories by adopting an amazing shelter dog or cat today.

Over the coming months, the campaign will continue 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.

Keyboard Cat

The Shelter Pet Project is the first national PSA campaign to bring together animal welfare organizations and shelters across the country with one unified goal – to increase pet adoption. Since launching in 2009, The Shelter Pet Project has received more than $272 million in donated media. In the past year alone, there have been more than 700,000 searches for adoptable pets on TheShelterPetProject.org.