03/18/2010 05:12 am ET Updated Dec 06, 2017

A Game-Changer For Shelter Pets

There's no question that we as a society need to do more to help homeless dogs and cats find loving families, and we are even seeing the issue of pet adoption enter the public policy arena. In California, for example, Assemblyman Cameron Smyth (R-Santa Clarita) introduced a bill to allow a tax deduction for adopting an animal from a shelter, and Assemblyman Ted Lieu (D-Torrance) offered a resolution declaring September 2009 as "Adopt a Shelter Pet Month."

But today we are celebrating the greatest investment of resources the animal protection movement has ever made to end the euthanasia of millions of healthy and treatable dogs and cats. The Ad Council, The Humane Society of the United States, and Maddie's Fund have launched The Shelter Pet Project, a national public service advertising campaign urging pet lovers to make shelter adoption their first choice. You can read about the pathbreaking campaign for pets on Wayne Pacelle's blog, and watch the first two TV ads--"Ditched" and "White Collar"--here.