The Ad Council, the Humane Society of the United States and Maddie's Fund® Launch New PSA Campaign

Oct. 20, 2022

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.

Mary Ippoliti-Smith, Executive Leadership Team at Maddie’s Fund said:

"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. 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.

Kitty Block, President and CEO of the Humane Society of the United States said:

"Everyone deserves the opportunity to experience the unconditional love and meaningful relationship a pet offers. 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."

 

Heidi Arthur, Chief Campaign Development Officer at Ad Council said:

"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. 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, PetsandPeopleTogether.org, developed in partnership with digital agency Viget.

Melissa Krimm, Group Business Director at Wunderman Thompson said:

"Though not everyone can adopt a pet, everyone can be a helper. 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 PetsAndPeopleTogether.org, 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.