“Come. Sit. Down. Heel.” For the thousands of dogs living in animal shelters across Canada there is one word above all the others they want to hear: “Stay”.
Pedigree, in partnership with 30 Canadian animal shelters and dog-lovers Jully Black, Eva Avila and Team Kevin Martin, will launch the fourth annual Pedigree Adoption Drive campaign to show that shelter dogs are good dogs, and enable and empower Canadians to help them by adopting, donating and volunteering.
“Being a part of the 2011 Pedigree Adoption Drive campaign is truly a great opportunity because it gives me the chance to raise awareness about the importance of dog adoption,” says Canadian Juno Award winning singer and songwriter Jully Black. “The Pedigree Adoption Drive gives thousands of shelter dogs across Canada a chance to be a part of a loving home.”
A survey commissioned by Pedigree and conducted by Harris/Decima in 2010 revealed that half (49 per cent) of Canadians felt that not enough is being done to help raise awareness of the need to help shelter animals, but 81 per cent of Canadians also said that they were not currently supporting initiatives or organizations that help shelter dogs themselves.
Pedigree will donate $1 to the shelters for every view of its Adoption Stories, up to a maximum of $150,000. The Adoption Stories videos can be viewed online at www.mypedigree.ca and showcase real-life dogs – Bootsie and Phoenix – which both came to live in animal shelters while waiting for families to adopt them.
“We are very proud to partner with our 30 animal shelters across the country to promote awareness about the importance of adoption and bring these good dogs to the public,” says Mars Canada Inc. Pedigree Care & Treat Brand Manager Aisha Hassan. “Since the Pedigree Adoption Drive campaign launched in 2007, we have helped raise $650,000 for shelters across Canada and with this year’s donation commitment will bring that total to $800,000.”
Pedigree will bring their Adoption Stories videos to life with Canadians through its Adoption Tour, which is travelling across the country to show first-hand that shelter dogs are good dogs. The tour features a variety of interactive elements, including local shelter representatives and shelter dogs, to teach Canadians about shelter dogs being potential pets.
The tour will be in the following cities and dates:
- Edmonton on September 24 at the West Edmonton Mall Ice Palace ice rink in partnership with the Edmonton Humane Society
- Vancouver on October 1 at the TD Plaza in partnership with Brian the Langley Patti Dale Animal Shelter
“We asked our 30 Pedigree partner shelters what is the most common reason dogs are brought to them and all of them stated owner lifestyle changes, including: no time due to a new baby or job; financial implications; divorce or separation; health of owner or owner moving somewhere that does not allow pets,” says Hassan.
“We truly believe that one interaction between a person and a shelter dog can be the difference between a dog finding a home or spending months waiting in a shelter.”
“Shelter dogs are compassionate and loyal like any other dog,” says Black. “Everyone deserves a second chance at a life full of compassion in a loving home surrounded by family. Shelter dogs are no different. They just want to be loved and accepted.”
To watch the Pedigree Adoption Stories videos, or for more information on the 2011 Pedigree Adoption Drive campaign including upcoming dates and locations for the Adoption Tour, visit www.mypedigree.ca.
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