The Shelter Pet Project

Maddie's Fund^® is partnering with the Ad Council, The Humane Society of the United States, and the entire animal welfare community for the launch of The Shelter Pet Project, a three year public service advertising campaign designed to encourage pet lovers throughout the country to make shelters and rescue groups the first place they turn to when acquiring companion animals.

The goal of the campaign is to find homes for the 3 million healthy and treatable dogs and cats who are dying in shelters each year.

The Shelter Pet Project directs pet lovers to their local shelters through a website, Twitter and Facebook, banners, radio, TV and outdoor ads. The humorous PSAs aim to break down the negative stereotypes associated with shelter pets by giving pets a voice to explain there's nothing wrong them and that they ended up in shelters through no fault of their own.

The Shelter Pet Project marks the first Ad Council campaign to focus on pets and has the potential to generate more than $100M worth of donated advertising time and space. Never before have shelter pets been the beneficiaries of such an enormous national advertising campaign.