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The Ad Council, Humane Society of the United States and Maddie’s Fund® Launch New Public Service Campaign Focused on Keeping Pets and People Together

New campaign encourages people to ‘be a helper’ by supporting pets in local communities

NEW YORK, October 12, 2022 /PRNewswire/ — The Ad Council, the Humane Society of United States and the Maddie Fund® have launched “Pets and People Together”, a new, fully integrated Public Service Announcement (PSA) campaign to inspire pet lovers everywhere at #BeAHelper. Ninety-seven percent of pet owners consider their pet a member of the family. At any time, anyone can experience a crisis that can temporarily affect their ability to care for their pet.

Check out the full interactive multi-channel press release here:

Pets and People Together emphasizes 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 daily lives may not know how they can help keep pets and people together. This includes reuniting lost pets with their owners, donating pet supplies or funds to owners in need, or offering a short- or long-term placement. These actions ensure that pets and humans can continue to benefit from the unique and powerful connection they share.

“We’re incredibly excited for this new campaign. If the past few years have taught us anything, it’s the vital role our pets play in our health, happiness and well-being, and how important that is. is amazing when our community comes together,” said Marie Ippoliti-Smith, Maddie’s Fund Leadership Team. “Keeping families together is more important than ever, and we all have the opportunity to help make that happen.”

The three new video PSAs feature touching stories about individuals and their pets. “Magic Hour” is a heartwarming film that shows how the simple act of donating pet supplies to families in need can bring joy to pet owners and their pets. The second film, “Muse,” reveals how financial donations from “helpers” can keep pets and people together despite unexpected hardships. The third and final inspiring book, “Foster”, delves into the benefits of short-term foster care by neighbors or friends and how it can have a huge impact.

“Everyone deserves the opportunity to experience the unconditional love and meaningful connection that a pet provides,” said kitty blockPresident and CEO of the Humane Society of United States. “Our new Pets and People Together campaign emphasizes that each of us has a role to play in our community to help ensure families and their beloved pets stay together.”

“Pets and People Together showcases the important role the community can play in keeping pets and people together. Everyday people can take steps both big and small to help ensure that families with pets can stay together, even in the face of financial or medical hardship, or if a pet becomes separated from its family,” said Heidi Arthur, director of campaign development at Ad Council. “We have proven countless times that when the Ad Council partners with the Humane Society of United States and Maddie’s Fund, we can change a problem for the better. We are proud of our continued partnership with these two influential organizations.”

In 2009, the Ad Council, in collaboration with the Humane Society of United States and Maddie’s Fund, started the Shelter Pet Project with the goal of encouraging the adoption of pets from local shelters. Since its launch, the Shelter Pet Project has helped over 3 million people find pets available for adoption near them. The success of the campaign over the years has resulted in a new opportunity to help educate the public 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, who donated their services to develop the strategy and create the PSAs. In addition to television PSAs, the campaign includes print, digital, outdoor and radio PSAs. PSAs lead to a new resource-rich website,, developed in partnership with the digital agency Viget.

“While not everyone can adopt a pet, everyone can help,” said Melissa Krimm, Group Commercial Director at Wunderman Thompson. “Whether it’s dropping off a bag of kibble at your local food pantry or donating to a veterinary fund, every act of kindness counts. It takes a whole village to raise a pet.”

People who want to have a positive impact on their community are encouraged to visit, where they can learn valuable information, including how to adopt a pet for a friend, neighbor or family member; how to donate to cover the cost of veterinary care for a pet and what to do when you find or lose a pet. Follow pets and people together on Facebook, Twitter and instagram to learn more. Individuals can also use the hashtag #BeAHelper to share what they are doing in their communities to help keep pets and people together.

About the Advertising Council
The Ad Council has a long history of creating vital public service communications in times of national crisis, from the organization’s earliest days during World War II through September 11th and natural disasters like Hurricane Katrina and Hurricane Sandy and, more recently, leading the industry response to the COVID-19 pandemic. Its close relationships with the media, creative community, subject matter experts and government leaders make the organization uniquely positioned to quickly deliver important and lifesaving information to millions of Americans.

The Ad Council is where creativity and causes converge. The nonprofit organization brings together the most creative minds in advertising, media, technology and marketing to tackle many of the most important causes in the country. The Ad Council has created many of the most iconic campaigns in advertising history. Friends don’t let friends drive drunk. smoked bear. Love has no labels.

Ad Council’s innovative social impact campaigns raise awareness, inspire action and save lives. To learn more, visit AdCouncil.orgfollow the Ad Council communities on Facebook and Twitterand display the creation on Youtube.

About the Humane Society of United States
We are leading the big fights to end the suffering of all animals. With millions of supporters, the Humane Society of United States tackles puppy mills, factory farms, the fur trade, trophy hunting, animal cosmetics testing and other cruel industries. Through our rescue, response and shelter work, as well as other direct services, we help thousands of animals in need each year. We fight all forms of animal cruelty to realize the vision behind our name: a humane society.

Learn more about our work at To subscribe to Kitty Block’s Blog, A human world. Follow HSUS Media Relations at Twitter. Read the winner All the animals magazine. Listen to the Human Voices Podcast.

About Maddie’s Fund®
Maddie® Funds is a family foundation created in 1994 by Dave and Cheryl Duffield and is the fulfillment of a to promise to their inspirational dog, Maddie. She brought them great joy for more than ten years and continues to inspire them today.

The Foundation has awarded more than $265 million in grants to increase community collaborations and live outcomes, pioneering shelter medicine education, and establishing foster care as the norm across the United States. Maddie’s Fund proudly offers the industry a national voice, significant funding opportunities for bold ideas, learning resources, and access to collaborate and share innovative solutions.

The Foundation invests its resources in a commitment to keeping pets and people together, creating a safety net for the care of animals in need and operating in a culture of inclusion and humility.

About Wunderman Thompson
At Wunderman Thompson, we exist to inspire the growth of ambitious brands. Part creative agency, part consultancy, and part technology company, our experts provide end-to-end global capabilities to inspire the entire brand and customer experience.

We are 20,000 people strong in 90 markets around the world, where our people bring together creative storytelling, diverse perspectives, inclusive thinking, and highly specialized vertical capabilities, to drive our clients’ growth. We offer deep expertise across the entire customer journey, including communications, commerce, consulting, CRM, customer experience, data, production and technology.

In 2020, Wunderman Thompson launched Inspire, a proprietary global platform that explores what makes brands inspiring and what inspires consumers. Rooted in a rigorous, multidimensional research methodology, the platform identifies the qualities a brand must embody, the stories it must weave, and the experiences it can design in order to inspire people and culminates in a list annual Inspire Score Top 100 Most Inspiring Brands in the world.

Wunderman Thompson is a WPP agency (NYSE: WPP).

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SOURCE Advertising Board