I was fortunate to attend the Humane Society of the United States' Animal Care Expo last week. I learned, shared, networked, and emerged with new energy for the work at hand.
Expo attendees were the first to learn an extremely exciting news item. The Ad Council, the folks behind such memorable campaigns as "Only you can prevent forest fires," "A mind is a terrible thing to waste," and "Friends don't let friends drive drunk" is poised to launch a three-year, $120 million effort to change the way Americans view shelter pets and promote adoption. This is the first time the Ad Council has selected an animal welfare issue.
Leaders in the animal welfare movement say there's never been anything like the massive campaign that will reach out using the internet, tv, radio, print, and outdoor advertising to persuade Americans looking for a pet to make shelters and rescue groups their first choice. The campagin will target more than 33,000 media outlets!
The goal of the campaign is to double adoptions from 4 million annually to 8 million. Experts predict a 300% increase in phone and foot traffic to local shelters in the beginning of the campaign which is set to launch in mid-year.
SSHS will be ready. Please help spread the word about adoption first. If you hear someone commenting about the ads they've seen, steer them towards SSHS. Their next forever friend is waiting for them there.
For more information, you can visit TheShelterPetProject.org
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This campaign actually was first announced in November 2008, via news releases issued by both HSUS and Maddie's Fund. Christie Keith blogged about it on PetConnection.com in February 2009. So Expo wasn't the first announcement. Regardless, it's going to be a great campaign!
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