February 13, 2013
Categories: Adoption

When “TODAY Show” anchor Natalie Morales first met shelter pup Zara on the set a year and a half ago, she fell in love. That’s why when the popular morning show partnered with the Ad Council for a week-long series focused on causes the anchors believe in, she picked shelter pet adoption.

Maddie’s Fund® and The Humane Society of the United States are co-sponsors of The Shelter Pet Project, an Ad Council public service campaign created by our pro bono ad agency, Draftfcb. That’s the amazing creative team that went to work with Natalie and Zara, putting together a heartwarming public service ad about the happy, funny, enduring bond between the two of them.

TodayShow
Research done during the development of the Shelter Pet Project suggested one of the main reasons people don’t follow through on an intention to adopt a pet is a concern that homeless pets have health or behavior problems.

That’s what makes Natalie and Zara’s spot so powerful, as you can see in this extended “making of” segment from the “TODAY Show.” The team set out to confront the myth that shelter pets are any less wonderful than pets acquired in other ways, and invited potential adopters into the joy Zara has brought to Natalie and her family in a funny and intimate glimpse behind the scenes. We even learn that Natalie’s fellow anchor, Al Roker, was so inspired by Zara’s adoption he adopted a shelter pet of his own!

What can your organization learn from this experience? After all, you probably don’t have connections with a national morning show to help boost your own adoption campaign. Consider these ideas:

  • Shelter Pet Project PSAs are available for you to share on your websites and in social media; just visit the project’s YouTube channel or website to check them out.
  • Pet adoption is local, so partner with media and celebrities in your own community to promote shelter pet adoption. Keep an eye out for journalists, news anchors, sports figures and other local public figures who have adopted pets, and ask them to help spread
  • Happy real-life adoption stories from your own shelter or rescue group will help dispel fears that may be holding local adopters back. Shoot video clips of your own successful adoptions and use them on your website and in social media – no celebrity required!

Learn more about the development of the “TODAY Takes Action” shelter pet PSA from Ad Libbing, the blog of the Ad Council.