Studies report that only 18% of family dogs and 16% of family cats are acquired from animal shelters. To end  the tragic animal overpopulation problem, we must increase the number of people who acquire their animals from shelters. 

The Virginia Beach SPCA has launched its summer Be a Lifesaver campaign to promote pet adoption from local animal shelters. The multi-media campaign seeks to raise public awareness of pet adoption and increase adoptions from area shelters year-round.

Advertising has focused on the benefits of pet adoption and the availability of healthy and loyal pets from shelters. Elements of the Be a Lifesaver campaign include television, radio, newspaper and outdoor advertising. Funding is provided in part by The Alfred L. Nicholson fund of The Norfolk Foundation.

"We asked local residents for their opinions on how we might make them more likely to adopt a pet from a shelter," said Sharon Q. Adams, Executive Director of the Virginia Beach SPCA. "They told us overwhelmingly that the number one way to increase pet adoptions was through more advertising and public relations."

Continental Research of Norfolk fielded a consumer survey in fall '04 among 300 households in south Hampton Roads to determine their attitudes and perceptions about pet adoption.

	15-second TV spot (2.65 MB)
	15-second TV spot (2.65 MB)
	30-second TV spot (5.20 MB)