Dog flying through the air

Animal Rescue: Image Upgrade!

Dog flying through the airI’m looking for better animal rescue organization TV commercials. The current ads (you know which ads  I’m talking about – those with the Sarah McLaughlan music in the background) don’t resonate with me because they intend to appeal to our negative emotions. These commercials show us sad, humiliated, abused animals with the hope that we will feel so badly that we’ll pick up the phone and make a donation – or that we’ll guiltily decide to bring an animal into our home. While this may work for some – it’s not working for me.

So, I want to find those ads that can get the same information across (there are many animals in need of adoption, shelters are looking for donations and volunteers) without creating feelings of guilt, sorrow and pity. I know they exist as I’ve already begun to see a glimpse of this in the media – and I want more. Recently, I watched a TV ad from a rescue organization in which two cartoon cats were at a shelter waiting to be adopted by their new, but as yet unknown, human families.

“Maybe today is the day,” said cat number one.

“Hopefully,” replied cat number two.

“If not, there is always tomorrow” cat number one said cheerfully.

OK, so I may not remember the exact discussion between the two cats word-for-word, but I do remember the feeling I had while watching (not fast-forwarding my DVR for once) these two very sweet and funny cats talk during the commercial. It was a feeling of hope – it was a feeling that adopting an animal into the home feels good – and is something I do want to be a part of helping in some way. The commercial still succeeded in getting the message and information through about the animal adoption issue but it came through humor, Light and feelings of community and excitement. You’ve all heard me say – decisions made through negative emotions are not usually decisions for the greatest and highest good of all – and this one commercial clearly understood that.

I’m not saying that the sad music commercials should be completely abandoned – they work for a contingent of people who are motivated by the triggering of negative emotions. And this is just fine. I’m advocating that there are many people out there who are like me, looking for positive messages to connect to, help with and be part of. As people become more consciously aware of their roles here on Earth I expect that more and more commercials like the cat commercial will be created.

So help me find them. Please post here any links to great, positive, highly-vibrating animal rescue commercials or advertisements – let’s see what’s out there. And don’t forget when you post to tell me how the commercial/ad moved you in a positive way through loving, helpful messages.

Danielle MacKinnon has been named an expert TV psychic medium, intuitive, animal communicator, and foremost expert on soul contracts. She has appeared on numerous radio shows, tv and taught along side some of the world’s most renowned psychics, mediums, healers and TV experts.

30 replies
  1. Karyn
    Karyn says:

    Hey there,

    I’m not sure if my comment went through earlier but I work for the American Pet Products Association and we run a PAL campaign (Pets Add Life). The commercials air in different parts of the country. I’m not sure what is going on now as our PR agency handles all that but you can see the commercials here The videos are at the bottom of the page. Enjoy!

  2. Karyn
    Karyn says:

    Hi there,

    I work for the American Pet Products Association and we run a PAL (Pets Ad Life) campaign. The commericals run in various regions for the country. Our PR agency is handles all that so I am not sure what is going on now. To see our print add and commericals, go here and scroll down the page. Enjoy!!

    We are also conducting a study called the Human Animal Bond Research Initiative (HABRI). All good stuff that proves how pets improve our health and our lives.


  3. debbie
    debbie says:

    This is a great video taken ofkittens at the Animal Shelter in MA called Nevins Farm! We are adopting a at from there & it was so nice to visit an animal shelter that has an amazing energy to it. The animals all look happy, healthy & like they are perfectly content just being there 🙂 The video on this page advertising some of their current kittens just gives you a sense of their wonderful energy here at this sanctuary really for animals of all kinds who are waiting for their forever home 🙂

  4. elena
    elena says:

    see what a friend just sent me! (and, she didn’t know i was looking for this kind of things ;D)

    “Pedigree’s New Zealand branch hired design agency Colenso BBDO to come up with a new way to get the word out on pup adoptions. Using the idea that dog owners tend to look like their pets, Colenso teamed up with NEC to develop Doggelgänger, “Human to canine pairing software, designed to connect real homeless dogs to their human doubles.”


    (btw, danielle, that was just a question i wanted to ask you: why in your opinion so often dogs & humans ‘look alike’..)

  5. Kathy
    Kathy says:

    Danielle, I think this is awesome. I would love to see more focus on the positive aspects of helping animals, as well and more on animals that have been rescued and are now looking healthy and happy vs tortured and neglected. Or commercial’s showing happy well adjusted family pets in their caring and loving, permanent new homes. People need to be better informed about the emotional and physical needs of animals as well as develop a broader respect for all living things on our planet. Good for you in taking this first step!!!

  6. Cindie
    Cindie says:

    A gal in our local area goes to shelters and does natural light photography pictures of the animals up for adoption.. They are great. I think a good commercial would be before and after pictures, when the animal comes into the shelter and then when it goes home with their new family. I would love to see a positive spin on shelters.. I know there is a lot of negative about shelters but there is also many wonderful things about them as well. Yes you could even use the same song, In the arms of an angel could be the loving arms of new beginnings.


  7. elena
    elena says:

    more from “the shelter pet project” ankur told us abt:
    i like their motto/slogan: “a person is the best thing to happen to a shelter pet. be that person”, and their vids for the campaign:
    (eg. “ditched”.. lol 😀 that’s just what usually is not shown and said!)

    also, i think this is an interesting website for people who wants to support shelters, they share so many good and creative ideas (altho for me graphically the pages are a ‘lil too full, the content doesn’t catch the eye easily):
    (check out their: * “Cat’s Guide to Love — Relationship Advice for Humans from the Cat Couple Which Inspired This Website” and * “Cats for Congress Blog”… funny -and imo not banal at all- ideas for raising funds online among pets’ lovers)

  8. admin
    admin says:

    Love these! Thank you guys. I especially loved Linda’s cartoon pdf. Keep them coming – I feel like we’re on to something here…

  9. Sherrie
    Sherrie says:

    I loved your flyer, “am I getting a cookie or what?” That is great! We need positive ads for adopting animals. All animals. I have two rescue dogs from a rescue group and my third dog was my parents dog I took when they passed away. ALl of them are so very special! I always promote rescue animals. What can we do to get positive ads out there?

  10. elena
    elena says:

    a main problem in italy is that people still abandon their pets before to go on vacation (no comment…) then many campaigns, especially during summer, address that. here a brand-new couple of them that people told me are spreading fast on FB these days:

    -she: “you know, i was thinking, this year we should go to liguria, tina offered us her house..”
    -he: “..liguria..”
    -she: yes, after all the stress of this year, we need some rest..can you imagine, you and me, alone, taking a walk, you putting the solar cream on me, a little massage.. and then you buy me a bracelet, and a necklace.. yuck, this meat is awful!”
    -he: “how awful? i cooked it for you..”
    -she: “..but, we have a problem!”
    -he: “what?”
    -she: “tobia”
    -he: “and what’s the problem with him?”
    -she: “we cannot bring him with us! it’s a private beach, and then we stay at a friends’ place.. no, absolutely not.”
    -he: “and where do we leave him?”
    -she: “here”
    -he: “but ‘here’ where?”
    -she: “just there..”
    night, a car stops, someone is left down, and the car goes away.
    -he: “this summer, don’t abandon a friend. abandon who’s a pain in the neck, that’s better… how is the meat?”
    -tobia: “yummmi”
    -he: “that’s it.”
    spread the message. share it.

    for this one, the “italian animal activits” decided to call a very well known….porn actor (!)(he’s well known because you can see him on tv shows as a guest) for their campaign against the abandonements of animals and in order to promote the free sterilization they offer. in the vid the actor says:
    “i broke up with samantha because she used to scratch my couch. i quit with pamela because she wanted to go out every day. i left eva because she wanted to come on holiday with me. i seduced and abandoned.. but not my dog.”

  11. elena
    elena says:

    @ ankur: thanks!! i haven’t watched them all yet, but so far i especially love the “jaz” one, imo perfect example of what danielle was saying.
    after this parade of ads, i just feel more hopeful that things could change soon on the larger scale 😀

  12. debbie
    debbie says:

    I loved the above cartoon:) Don’t laugh danielle but I know I always say this but I had a dream last week & today realized this was the part of the dream that was uncletr to me & yesterday I was thinking about going to shelters to take photos of animals in shelters & painting them as a series to help raise money for shelters (& myself!). I won’t go into a long detail about the dream but I have been getting all day since I read your request that you are suppose to do this!! How cool & fun would that be??! & a great experience, etc. What a great light & energy you wuld bring to this! So, what do you think?

  13. elena
    elena says:

    reposting, cause i found some italian ones that tried to follow this different line in approaching the community while advertising for adoption, perhaps not yet great like linda’s flyer, but at least they avoid the usual cat/dog “in jail” with saddest eyes, and the information that they pass is punctual and helpful:
    -campaign for the adoptions of the dogs hosted at the municipal/public shelter-
    whoever adopts an adult dog, will get a loyal friend…and will be entitled to receive an annual bonus of 77,47 euros for vet expenses for the adopted dog for a variable period of time that goes from 1 year for the younger dogs to their whole life for +8yo animals.
    have you decided to adopt a dog? thanks!! The idea of giving a home and a family to an abandoned dog it’s a great choice. a choice that has to be done with responsibility, because it means taking care of them for their whole life. for information:…..

    this one instead is about a campaign of information and adoption for cats positive to feline IV:
    it says: I’VE GOT FIV: would you have ever said it?

    “yes, it’s a “fiv-positive cat” and like him there’re many others. cats who are doing well and can live more than 10 yeasr without manifesting the disease, but that cause of ingnorance, fear and bad information are often condemned to isolation or even suppression.
    and then it explains: What’s FIV? — What to do to know if a cat is FIV-positive? – Who can be infected? How does it spread? — what is the life’s expectation for a positive cat? — and what abt FeLV? (feline leucemia) — why adopting a fiv-positive cat? — and a FeLV-positive cat? — why this campaign? (“adopt a FIV cat!!”)

    to end, an online campaign for distance-adoptions of rescued wild animals, the one that i like more is that abt baby dolphins (altho probably also this one is not that fair towards a young public..perhaps too catchy):
    it says: together for nature. adopt a dolphin or a turtle.
    who will your next friend be? watch the photogallery.
    this may, 8th (=mother’s day) spring a surprise on your mom: give her a(n animal) “baby” as a present

  14. elena
    elena says:

    linda….you are a genius!! 😀
    many compliments, i love your flyer, to me it’s very funny and the message is clear and so conveyed at the best!
    cause, yes, i do agree with you danielle, as for me i cannot stand anymore that kind of ads you speak abt (here in italy sometimes they are even shocking..), they just trigger me into emotions that i know don’t help me make a wise decision at all.. which then doesn’t bring anything helpful to animals either.

    as for other examples, the only one close to the idea i’ve seen so far it’s this:

    not abt adoption but still abt the welfare of animals 🙂
    i find it also very clear without making you feel bad in order to provide the message.

    thanks for opening this discussion,


Leave a Reply

Want to join the discussion?
Feel free to contribute!

Leave a Reply

Your email address will not be published. Required fields are marked *