Overview

Pet adoption has been on the rise since the campaign’s launch in 2009. Across the country, 44% of dogs and 47% of cats in American homes have been adopted from shelters. However, while one in two Americans expresses interest in adopting from animal shelters and rescue groups, misperceptions about shelters and shelter pets persist. The goal of "The Shelter Pet Project" campaign is to encourage millions of pet lovers to make shelters the first choice and desired way for acquiring companion animals, therefore helping all healthy and treatable pets find homes.

While every shelter pet is unique, there’s one thing they have in common: they’re all pure love. The current phase of the campaign, #AdoptPureLove, celebrates the unique traits of shelter pets and shows how these qualities add up to an incredible bond between every shelter pet and parent. Through sharing the stories of actresses Olivia Munn and Rachel Bloom, NFL athlete Logan Ryan and everyday people, the #AdoptPureLove campaign aims to encourage potential pet adopters to adopt from shelters and rescue groups.

The fully integrated campaign includes television, radio, print, outdoor and digital public service ads that direct audiences to visit TheShelterPetProject.org, where they can search for cats and dogs available for adoption at local shelters or rescue groups and learn valuable information about pet adoption.