Overview

Pet adoption is on the rise since the campaign's 2009 launch. Currently, 37 percent of dogs and 46 percent of cats in American homes were adopted from shelters or rescue groups, and encouraging statistics show that euthanasia of shelter pets is down 12 percent since 2009. However, 2.4 million healthy and treatable pets still need our help in finding a home each year. Bringing that number all the way to zero is the goal of "The Shelter Pet Project" campaign, which aims to encourage millions of pet lovers to make shelters the first choice and desired way for acquiring companion animals.

The television, radio, print, outdoor and web public service ads direct audiences to visit theshelterpetproject.org, where they are able to search for a pet from a local shelter or rescue group, read adoption success stories and learn valuable information about pet adoption.

The current phase of the campaign features Internet-famous shelter pets – Toast Meets World, Keyboard Cat, and Hamilton Pug – and their owners, highlighting the unique bond between the two. The new PSAs encourage potential pet owners to make shelters and rescue groups their first choice and preferred way for acquiring pets, calling on potential adopters and pet adoption advocates to: Start A Story. Adopt.