76 percent of prospective pet parents consider adoption, but only 29 percent ultimately do. The Shelter Pet Project and the AdCouncil, in partnership with The Humane Society and Maddie’s Fund, are working to bridge this gap between consideration and adoption. And although pet adoption PSA’s are nothing new, this campaign breaks from the tradition of heartache and guilt to find a fresh approach to encouragement. Each ad focuses on a newly adopted pet as they observe their human’s quirky, yet lovable behavior. By focusing on the special relationship between pets and their owners, the ads connect with perspective pet parents in a positive and entertaining way.