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." 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 work on the Ad Council's Shelter Pet Adoption garnered a Silver Lion in the Cyber: Influence/Talent category. The Shelter Pet Project, a campaign on behalf of The Humane Society of the United States and Maddie's Fund, encourages people to adopt the more than 2.4 million healthy and treatable pets in shelters every year. The 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.

Watch Maddie's Fund Grants Manager, Shelly Thompson, as she sits down with the Hallmark Home and Family Channel to talk about "Start A Story. Adopt.”Shelly is accompanied by her own shelter pet, Jack, and also talks about the benefit of adoption and the power of sharing your story.

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