The Shelter Pet Project

The Ad Council, Maddie’s Fund, and The Humane Society have launched The Shelter Pet Project, an integrated advertising campaign making the case for adoption of pets in animal shelters.

The Shelter Pet Project

Of the eight million pets that enter animal shelters and rescue groups every year, approximately three million of these healthy and treatable pets are euthanized due to a lack of adoption. The Shelter Pet Project is designed to encourage pet lovers throughout the country to make shelters and rescue groups the first place they turn to when acquiring companion animals. Campaign ads use humor to give shelter pets a voice and break down negative stereotypes; contrary to popular beliefs, animals most frequently find themselves in shelters due to owner-related issues.

At the users access information about how to adopt from a shelter, as well as a fun matching tool designed to help potential pet owners identify traits to look for in an animal. Based on results, it will even supply a list of suitable pets avilable in local shelters.

White Collar

A dog talks to the camera about the scum bag whose appearance in court for white collar crimes has led to him being taken to a pet shelter.


An abandoned dog is not impressed with the behaviour with the loser who dropped him in the middle of nowhere.

In addition to the new PSAs and website, The Shelter Pet Project is engaging target audiences through a series of social media strategies, including blog and online outreach, as well as social networking initiatives. The campaign will encourage advocates, shelter workers, pet lovers and all Americans to become a “fan” and take a pledge to adopt a pet on Facebook. Audiences will also have the opportunity to sign up on Twitter to receive tweets about adoptable shelter pets, interact on Myspace, and view the new PSAs through YouTube.


The Shelter Pet Project campaign was developed at DraftFCB, Chicago.