Per food company Nature's Variety, makers of the Instinct brand and official pet food partner of the Best Friends Animal Society, recently announced that its initial goal of 9,000 photos for its Long Live Pets campaign has been overwhelmingly surpassed. Over 25,000 photos of adopted rescued dogs have been submitted by adoptive pet parents across North America. The photos are part of a nationwide movement to raise awareness of the three to four million pets that are killed every year in America’s animal shelters because there is simply not enough space to house them all. The overarching goal for the campaign is to bring more awareness to pets available for adoption and to inspire others to act.
Nature's Variety recently announced that its initial goal of 9,000 photos for its Long Live Pets campaign has been overwhelmingly surpassed
Created by StrawberryFrog, and produced by BReel, the campaign inspired pet owners to submit thousands photos featuring their pooches enjoying their post-adoption lives. A a select number of those photos have been woven together to produce a beautiful short film that captures the joy of a rescue dogs journey from shelter to home. You can see the final film below, and if you're a dog lover you'll struggle to keep your eyes dry. It was broadcast on national TV in the US over the weekend, and is accompanied by a website featuring all 25,000 doggy photos! In addition to soliciting photos and underwriting the production of the film, Nature’s Variety has donated cash to Best Friends and is supplying food to the Best Friends Animal Sanctuary in Kanab, Utah to help feed the 1,000 dogs and cats being cared for on the sanctuary grounds.
Long Live Pets!
“We set out with a goal of 9,000 photos to bring attention to the estimated 9,000 dogs and cats killed each day in America’s shelters simply because they can’t find homes,” said Robert Bennett, chief marketing officer of Nature’s Variety. “However,” he adds, “We’ve been absolutely overwhelmed with the response from rescue-pet parents, who allowed us to almost triple that initial goal. Our company purpose is to empower people to transform the lives of pets, and it’s been humbling and inspiring to see so many people participating in the Long Live Pets campaign and helping to raise awareness of the rewards of adopting a shelter animal.”
Created by StrawberryFrog, and produced by BReel, the campaign inspired pet owners to submit thousands photos featuring their pooches enjoying their post-adoption lives
Kevin McKeon CCO of StrawberryFrog, said that “Nature's Variety has done something so meaningful and beautiful and highly effective marketing. They're on the front line of marketing today by committing to a cultural movement rather than simply an ad campaign. The results are clear. Movements move brands to people to move product. Help spread the word LONG LIVE PETS!” Gregory Castle, meanwhile, CEO and co-founder of the Best Friends Animal Society, adds: “We are grateful to our partners at Nature’s Variety for leading this campaign that sheds light on the joy that dogs have as they are adopted out of shelters. Our hope is that this video will serve as an inspiration for others to adopt a shelter pet, volunteer, donate or spread the word about the millions of loving pets still waiting in shelters for forever homes.”
