The Shelter Pet Project announced Feb. 20 that it is launching a national public relations campaign to encourage prospective pet owners to adopt from animal shelters and rescue groups instead of buying from breeders or pet stores.
Public service announcements (PSAs) for television, radio, print, online and outdoor media will be distributed to media outlets nationwide and run in advertising time and space donated by the media. The PSAs, made by Draftfcb, a Chicago advertising firm, highlight the playful personalities of real-life adopted shelter cats and dogs.
In two of the TV ads, cats named “Maui” and “Stetson” purr, rub, dance and tap on a glass wall separating them from the camera.
“There’s a shelter pet who wants to meet you,” the ads declare. “Meet one today.”
The campaign aims to increase pet adoptions and reduce euthanasia. Only 33 percent of cats and 29 percent of dogs are adopted from shelters and rescue groups; meanwhile, millions of adoptable animals are put down each year in shelters due to a lack of homes, the project said.
Founded in 2009, the Shelter Pet Project is an effort by the Humane Society of the United States, Maddie’s Fund and the Ad Council to make shelters the first place potential adopters turn to when looking for a new pet. People can search for adoptable pets on the project’s website.