US Humane Society: The Shelter Pet Project

This case study details how the Humane Society of the United States, an animal welfare non-profit organisation, increased interest in pet adoption.

US Humane Society: The Shelter Pet Project

Agency: J. Walter Thompson

Campaign summary

This case study for the US Humane Society (along with the Ad Council, and Maddies Fund) PSA campaign used the tag line "Start a story – adopt" (#startastoryadopt). The intent was to prompt stories from influencers of celebrity pets (animals who had made a name for themselves on the Internet) in order to change the perception of sheltered pets as less-than, to show-off their special qualities, and, most of all, to prompt more people to adopt. The campaign featured the stories of three celebrity pets:

  • Keyboard Cat...

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