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

With the help of animal lovers around the world, the Humane Society of the United States fights the big fights to end suffering for all animals, working to end all forms of animal cruelty and achieve the vision behind our name: A humane society. Together with our supporters, we take on puppy mills, factory farms, the fur trade, trophy hunting, cosmetics animal testing and other cruel industries. Learn more at humanesociety.org.

Maddie’s Fund

Maddie’s Fund® is a family foundation established in 1994 by Dave and Cheryl Duffield and is the fulfillment of a promise to their inspirational dog, Maddie. She provided them much joy from 1987 – 1997 and continues to inspire them today.

The Foundation has awarded nearly $250 million in grants toward increased community lifesaving, pioneering shelter medicine education and establishing foster care as a standard across the U.S.

Maddie’s Fund proudly offers the industry a national voice, important funding opportunities for bold ideas, learning resources and access to collaborate and share lifesaving ideas. The Foundation invests its resources in a commitment to keeping pets and people together, creating a safety net of care for animals in need and operating within a culture of inclusiveness and humility.

#ThanksToMaddie

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.