Two hearts with a paw print inside

Our Story

Who We Are

The Shelter Pet Project is the result of a collaborative effort between two leading animal welfare groups, the Humane Society of the United States and Maddie’s Fund, and the leading producer of public service advertising (PSA) campaigns, The Ad Council.

Our goal is to make shelters the first place potential adopters turn when looking to get a new pet, ensuring that all healthy and treatable pets find loving homes. Amazing adoption stories start in shelters. Start a Story. Adopt.

The Humane Society of the United States

The Humane Society of the United States is the nation’s most effective animal protection organization. We and our affiliates provide hands-on care and services to more than 100,000 animals each year, and we professionalize the field through education and training for local organizations. We are the leading animal advocacy organization, seeking a humane world for all animals, including people. We are driving transformational change in the U.S. and around the world by combatting large-scale cruelties such as puppy mills, animal fighting, factory farming, seal slaughter, horse cruelty, captive hunts and the wildlife trade.

Visit the Humane Society of the United States website.

Maddie’s Fund

Maddie’s Fund®, a national family foundation established in 1994 by Dave and Cheryl Duffield to revolutionize the status and well-being of companion animals with an endowment of more than $300 million. Since then, the Foundation has awarded more than $208.9 million in grants toward increased community lifesaving, shelter medicine education, and pet adoptions across the U.S. The Duffields named Maddie’s Fund after their Miniature Schnauzer Maddie, who always made them laugh and gave them great joy. Maddie was with Dave and Cheryl for ten years and continues to inspire them today. Maddie’s Fund is the fulfillment of a promise to an inspirational dog, investing its resources to create a no-kill nation where every dog and cat is guaranteed a healthy home or habitat. #ThanksToMaddie.

Visit the Maddie’s Fund website.

The Ad Council

The Ad Council is a private, non-profit organization that marshals talent from the advertising and communications industries, the facilities of the media, and the resources of the business and non-profit communities to produce, distribute and promote public service campaigns on behalf of non-profit organizations and government agencies. The Ad Council addresses issue areas such as improving the quality of life for children, preventive health, education, community well-being, environmental preservation and strengthening families.

Visit the Ad Council website.

Our Partners

  • Halo Pet Foundation purple and white logo
    Halo Pet Foundation
  • Adopt-a-Pet.com
  • Facebook
  • Hallmark Channel