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. We do this by breaking down misconceptions surrounding shelter pets and celebrating the unique bond between every shelter pet and parent.

The Humane Society of the United States

The Humane Society of the United States is the most effective animal protection organization, as rated by our peers. For more than 60 years, we have celebrated the protection of all animals and confronted all forms of cruelty. We and our affiliates are the nation’s largest provider of hands-on services for animals, caring for more than 100,000 animals each year, and we prevent cruelty to millions more through our advocacy campaigns. Read about our more than 60 years of transformational change for animals and people: HumaneSociety.orgVisit the Humane Society of the United States website.

Maddie’s Fund

Maddie’s Fund®, a national family foundation established in 1994 by Workday® co-founder Dave Duffield and his wife, Cheryl, who have endowed the Foundation with more than $300 million. Since then, the Foundation has awarded more than $225.7 million in grants toward increased community lifesaving, shelter management leadership, shelter medicine education, and foster care across the U.S. The Duffields named Maddie’s Fund after their Miniature Schnauzer Maddie, who always made them laugh and gave them much 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 brings together the most creative minds in advertising and media to address the most worthy causes. Its innovative, pro bono social good campaigns raise awareness. They inspire action. They save lives. To learn more, visit www.adcouncil.org, follow the Ad Council’s communities on Facebook and Twitter, and view the creative on YouTube.Visit the Ad Council website.