The Shelter Pet Project, is a public service campaign that wants to break down misconceptions about shelter pets.
With a series of humorous videos and print ads, the campaign communicates that pets in shelters are wonderful, loveable, loyal friends. The slogan: “A person is the best thing to happen to a shelter pet. Be that person. Adopt.”
The campaign, begun in 2009, is the result of a collaborative effort between two leading animal welfare groups, The Humane Society of the United States and Maddie’s Fund, with the Ad Council.
The Shelter Pet Project hopes to make shelters the first place potential adopters turn when looking to get a new pet, so that all healthy and treatable pets can find loving homes. They do this by breaking down misconceptions surrounding shelter pets and communicating that “A person is the best thing to happen to a shelter pet. Be that person. Adopt.”
Established in 1999, Maddie’s Fund® works toward the creation of a no-kill nation. Our mission is to revolutionize the status and well-being of companion animals.
Maddie’s Fund, the Pet Rescue Foundation, is a family foundation established in 1999 to help fund the creation of a no-kill nation where all healthy, sick and injured shelter dogs and cats are guaranteed a loving home. Maddie’s Fund has awarded $106 million in grants since 1999. It’s the largest pet foundation in the U.S. dedicated to saving dog and cat lives.
PeopleSoft and Workday Founder, Dave Duffield and his wife, Cheryl, created Maddie’s Fund to make good on a promise to their beloved Miniature Schnauzer, Maddie, to give back to her kind in dollars that which Maddie gave to them in companionship and love. Maddie passed away in 1997, but thanks to this one little dog, abandoned shelter animals have new opportunities to find loving homes in which they, too, may share in the joy and love that Dave and Cheryl enjoyed with Maddie
Maddie the dog