97% of pet parents consider their pets part of the family, yet 50 million pets in the U.S. are not receiving the veterinary care they need. To address this crisis and invite cross-sector collaboration, PetSmart Charities launched a first-of-its-kind partnership with Gallup® to understand the scale and root causes from pet parents themselves. The study, led by Robyn Jaynes, DVM, Director of Veterinary Affairs at PetSmart Charities, was created with the goal of using data to drive change.
The PetSmart Charities-Gallup State of Pet Care Study revealed a staggering reality — more than half of U.S. pet owners have forgone veterinary care , most often due to cost. Even higher-income households reported skipping care due to financial reasons, and few pet owners were offered affordable alternatives or payment plans.
This research validated what PetSmart Charities had long heard anecdotally and reinforced its commitment to removing financial and other barriers to care. PetSmart Charities is using these insights to guide a $100 million commitment to support programs that increase access to veterinary care for more pets, including educating future veterinarians to deliver practice with more flexible delivery and payment models, and supporting community-based solutions.
The objective was to shift the conversation to shine a spotlight on the implications of the cost of care and lead the way in encouraging a collective response from across the pet care ecosystem. We’re just getting started, but these findings are already sparking meaningful conversations across academia, the veterinary practice community, philanthropy, and beyond. The ultimate goal is to increase opportunities for families to access care for the needs of their pets without incurring insurmountable debt.
To transform data into action, the findings from the PetSmart Charities-Gallup State of Pet Care Study couldn’t just live in a report—they needed to spark a national conversation. PetSmart Charities designed a multi-phased campaign to elevate the data, position the organization as a leader in the movement to expand access to veterinary care, and catalyze cross-sector participation.
It was critical to cultivate a media moment. Through targeted embargoed outreach to trusted national outlets, early interest was secured and the story was framed ahead of launch. The team developed a suite of assets — a Gallup-authored teaser article, an owned press release, an op-ed authored by PetSmart Charities president Aimee Gilbreath, and a dedicated landing page to ensure a strong, unified message across several touchpoints.
For the April 16 launch, the findings were revealed, along with a call to action for others in the veterinary and pet care sectors to join us in creating solutions. That call, delivered through a Forbes op-ed, helped position PetSmart Charities as a collaborative convener, not just a funder.
Post-launch, the momentum was sustained through proactive media pitching, identifying opportunities for newsjacking, and leveraging the data to attract and strengthen media conversations.
One key challenge was making the often-overlooked topic of veterinary access resonate on a national stage. By intentionally pairing rigorous data with meaningful human storytelling, PetSmart Charities turned what was once perceived as an industry issue into a public conversation.
With an estimated annual price tag of $20 billion to close the veterinary care gap, it’s clear the solution demands collective action. This campaign wasn’t just about creating awareness; it was about catalyzing change.
The goal was to use the PetSmart Charities-Gallup State of Pet Care Study to build national awareness, position PetSmart Charities as a leader in driving solutions, and spark industry-wide momentum. The results exceeded expectations.
Since launch, this story garnered more than 1.1 billion impressions across 277 pieces of coverage, including top-tier placements in USA Today, Forbes, Yahoo! Finance, MarketWatch, Reader’s Digest, and nationwide broadcast outlets like Bloomberg Radio, NYSE Live, and NBC News Radio. This coverage created a ripple effect — trusted local and regional media amplified the story, turning it into a sustained, national conversation. The team also encouraged and equipped local animal welfare partners to leverage the data to engage local media and continue to create a groundswell of coverage.
Unlike traditional access to veterinary care coverage that dwells on admiring the problem, this campaign helped shift the narrative toward actionable solutions. USA Today featured PetSmart Charities president, Aimee Gilbreath, emphasizing proposed interventions. Forbes spotlighted PetSmart Charities’ $100 million commitment to expanding access to care. These placements, among others, showcased PetSmart Charities not just as a funder, but as a changemaker actively leading the charge towards innovative solutions.
The data also became a launchpad for thought leadership. Aimee authored a widely shared op-ed for the Forbes Nonprofit Council and was featured as a guest on the CSR podcast, It’s No Fluke — further cementing her expert voice in the sector.
PetSmart Charities also earned prominent placements in veterinary trade outlets like dvm360, Vet Candy, and Animal News Digest, signaling strong credibility within the professional community.
Ultimately, this campaign turned insight into impact, fueling awareness, reshaping the conversation, and rallying cross-sector engagement around the future of accessible veterinary care.