Posted by: secondchancehumanesociety | October 20, 2009

Shelter Pet Project

Copper - shinier than a Penny

Copper - shinier than a Penny

The Advertising Council, in partnership with The Humane Society of the United States, and Maddie’s Fund announced the launch of The Shelter Pet Project, a national public service advertising (PSA) campaign, designed to encourage pet lovers throughout the country to make shelters their first choice for acquiring companion animals. The Shelter Pet Project is the first national PSA campaign to bring together the largest animal welfare organizations and many shelters across the country for one unified goal—to increase pet adoption.

There are approximately 75 million dogs and 88 million cats in American households. Presently, most people do not obtain their pets from shelters, but rather from pet stores, the Internet sellers, friends, neighbors, breeders or other sources. According to The Humane Society of the United States and Maddie’s Fund, eight million pets enter shelters and rescue groups every year, with three million of these healthy and treatable pets euthanized due to lack of adoption.

The Shelter Pet Project aims to change the public’s perception of shelter pets and encourage Americans to save a pet’s life by adopting from an animal shelter or rescue group.  Second Chance Humane Society is one of hundreds of shelters that receives a large variety of mixed and full bred pets that we hope you will consider for your next pet.

The humorous PSAs aim to break down the stereotypes associated with shelter pets and make shelters and rescue groups the desired place for people to find a pet. The ads feature stories of how pets come into shelters through no fault of their own, but to due owners’ issues, such as divorce, financial difficulty, and ill-prepared owners. The television, radio, print, outdoor and web ads direct audiences to visit a new comprehensive website,, to find out more information about how to adopt a pet from a shelter. The website also includes a “Pet Personals” section, where users are matched with pets from a local shelter or rescue group. 

“We are proud to join with The HSUS and Maddie’s Fund on this very important campaign, the first in our 67-year history that will benefit pets,” said Peggy Conlon, President & CEO of the Ad Council. “This campaign will help change the conversation about pet shelters and help Americans understand that they are a wonderful place to adopt a pet. Ultimately, our efforts will provide loving homes for healthy shelter dogs and cats throughout the country.”

In addition to the new PSAs and website, The Shelter Pet Project will engage the 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 from a shelter pet, which convey his point of view, and view the new PSAs through YouTube. You can join through the following links:




My name is Copper, a handsome German Short Hair/Pointer mix here at the Second Chance Shelter – I certainly never deserved to become homeless – and by spreading the word on the Shelter Pet Project you can help pets like me find the loving forever homes we do deserve!

Call the Second Chance Helpline at 626-2273 to report a lost pet, learn about adopting a homeless pet, or about the SCHS Spay/Neuter Financial Assistance, Volunteer & Foster Care, or other Programs.  Visit our shelter pets online:  Direct Pet Column questions to:  kelly@secondchancehumanesociety.orgPhoto by Real Life Photographs.






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