Pet Adoption Campaign Flips Angle

The Oregon Humane Society urges residents to “end petlessness” in a new campaign aimed at boosting adoption numbers.

Posted: October 6, 2007 5 a.m. EDT

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Shelter and humane societies across the country tend to pull at heartstrings by sharing pictures and stories of homeless cats and dogs in an effort to combat pet overpopulation by placing animals into permanent homes. This year, the Oregon Humane Society (OHS) is pushing adoption by shifting the focus to those who don’t have pets — and all the positive experiences they’re missing out on.

Its mission is to “end petlessness.”

The campaign is the brainchild of advertising agency Leopold Ketel & Partners. The animated television spot shows people in everyday situations — such as talking on a cell phone or working — when pets pop into the picture and instantly create a more joyful environment.  The campaign also includes billboards and print advertisements.

“What we love about this campaign is that those guys really turned that on its head and they said ‘what about those poor guys who don’t have a pet at all?’” said Barbara Baugnon, marketing communications director at the OHS.

Already boasting high adoption rates, Baugnon said the OHS wanted to continue their upward trend. And in the few weeks since the advertising campaign was rolled out, it seems to be working.

“In the last 3 weeks, we have definitely seen a marked improvement in adoptions,” she said.

Last year, the OHS found homes for 8,671 pets, which represented 85 percent of their cats, 98 percent of their dogs and 91 percent of other small animals (birds, rabbits, ferrets, etc.).

“This year we are kicking major butt,” she said. “We have 99 percent of dogs going home and 91 percent of cats. This year we’re going for 10,000 adoptions. We’re hoping this campaign opens new doors for us.”

-Heidi Hatch, Associate News Editor for


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Pet Adoption Campaign Flips Angle

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Reader Comments

s    s, SC

3/7/2010 11:23:55 AM


z    z, AL

5/15/2009 4:18:15 PM

Too emotional. You can see the puppet strings working.

lexie    costa mesa, CA

5/8/2008 2:43:51 AM

After 17 unforgetable years with Loon and BabyB(Abyssinian and Siamese), I lost them to renal failure and inoperable tumor. I was completely lost.
I found Petfinders browsing the net and through them I am now owned by Geo, lynx-point "meezer",with the personality of BOTH my lost "boys".
These people deserve all the financial,fostering and psychological help they can get. Such dedication is rarely seen or heard. GIVE!!!

Cheryl    Conway, MO

11/19/2007 8:27:39 PM

Hopefully every shelter in the nation is having an increase in adoptions.

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