Ad Council, Humane Society and Maddie’s Fund Team up in New PSA Campaign
The Ad Council, the Humane Society of the United States and Maddie’s Fund have launched “Pets and People Together,” a new, fully integrated public service announcement (PSA) campaign to inspire pet lovers everywhere to #BeAHelper. Ninety-seven percent of pet owners consider their pet to be a member of the family. At any given time, anyone may experience a crisis that can temporarily impact their ability to care for their pets.
Pets and People Together highlights that the best place for pets is with their people. Communities have a vital role to play in preserving the human-pet bond. People who understand the value of pets in our everyday lives may not be aware of the ways they can help keep pets and people together. This includes reuniting lost pets with their owners, donating pet supplies or funds for owners in need or offering short- or long-term fostering. These actions ensure both pets and people are able to continue to benefit from the unique and powerful connection they share.
“We are incredibly excited for this new campaign. If the last few years have taught us anything, it’s the vital role our pets play in our health, happiness and well-being and how amazing it is when our community comes together,” said Mary Ippoliti-Smith, Executive Leadership Team at Maddie’s Fund. “Keeping families together is more important than ever and we all have the opportunity to help make this happen.”
The three new video PSAs feature touching stories about individuals and their pets. “Magic Hour” is a heartwarming film showing how the small act of donating pet supplies to families in need can bring joy to pet owners and their pets. The second film, “Muse,” unveils how financial donations from “helpers” can keep pets and people together through unexpected hardship. The third and final inspiring work, “Foster,” dives into the benefits of short-term foster care by neighbors or friends and how it can make a huge impact.
“Everyone deserves the opportunity to experience the unconditional love and meaningful relationship a pet offers,” said Kitty Block, President and CEO of the Humane Society of the United States. “Our new Pets and People Together campaign highlights that each of us has a role to play in our community to help ensure that families and their beloved pets stay together.”
“Pets and People Together showcases the important role that community can play in keeping pets and people together. Everyday people can take actions both big and small to help ensure families with pets can stay together, even in the face of financial or medical hardships, or if a pet gets separated from their family,” said Heidi Arthur, Chief Campaign Development Officer at Ad Council. “We’ve proven countless times that when the Ad Council partners with the Humane Society of the United States and Maddie’s Fund, we can change an issue for the better. We’re proud of our continued partnership with these two impactful organizations.”
In 2009, the Ad Council, in collaboration with the Humane Society of the United States and Maddie’s Fund, launched the Shelter Pet Project with the goal of encouraging pet adoption from local shelters. Since its launch, the Shelter Pet Project has helped more than 3 million people search for pets available for adoption near them. The success of the campaign over the years has given rise to a new opportunity to help inform audiences about a variety of other ways they can support both pets and people in their community.
The work was created pro bono by creative agency Wunderman Thompson, which donated its services to develop the strategy and create the PSAs. In addition to television PSAs, the campaign features print, digital, out-of-home and radio PSAs. The PSAs drive to a fresh, resource-packed website, Pets and People Together, developed in partnership with digital agency Viget.
“Though not everyone can adopt a pet, everyone can be a helper,” said Melissa Krimm, Group Business Director at Wunderman Thompson. “Whether dropping off a bag of kibble at your local food pantry or donating to a veterinary fund, every bit of kindness counts. It takes a village to raise a pet.”
People who want to positively impact their community are encouraged to visit Pets and People Together, where they can learn valuable information including how to foster a pet for a friend, neighbor or family member; how to donate toward the cost of a pet’s veterinary care and what to do when you find or lose a pet.