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Special Project

Special Project
From the 4th Annual Shorty Social Good Awards

Pets for Patriots

Winner in Veteran & Service Support


Every day 20 military veterans commit suicide. Every eight seconds a dog or cat is put to death because there is no one to adopt them. Pets for Patriots® is an organization with a simple, but lofty goal: no more veterans in need, no more homeless pets.  They work tirelessly to help U.S. military veterans adopt a new pet friend while giving overlooked shelter dogs and cats a forever home.  STAINMASTER® brand partnered with Pets for Patriots® and created a campaign highlighting the veterans and pets that benefit from their extraordinary work.

Strategy and Execution

STAINMASTER® brand worked with Pets for Patriots® to identify veterans and their pets who could really bring this program to life.  With their help, we created videos and photography showcasing the strong, emotional bond between these veterans and their pets.

The focus was not on STAINMASTER® brand, but on the stories of these veterans and their new pets. We produced two videos featuring heroes and their dogs, including the story of Carl and Belle.  Carl, a veteran of the U.S. Air Force, was looking for a new companion, and Belle was a special needs German Shepherd looking for the perfect home. Their emotional story strongly resonated with viewers. STAINMASTER® is proud of its role in recognizing the wonderful work of Pets for Patriots® in bringing Carl and Belle together to help one another.


Our objective was to create a campaign that would highlight the powerful work being done by Pets for Patriots® in a way that would resonate with viewers. Consumers were enthusiastic about the videos and photography, and for the mission of the charity. We more than accomplished this goal, while also achieving a side benefit of seeing some brand lift for STAINMASTER®.

Belle and Carl: Healing each other
•    1.2 million views on Facebook
•    124,000 views on YouTube
•    Impressive average view duration rate of 2:10

Mannie and Demica: Saving Lives, Two at a Time
•    199,000 views on YouTube
•    Impressive average view duration rate of 1:44

Viewer feedback was amazing:
“What a fantastic story. I’m so glad Carl and Belle found each other!”

“I would love to get more information about this program”

“What an incredible story! Thank you, Carl, for your service, and thank you sweet Belle for being such a good dog, she could not have possible gone to a better, morel oving family with Suzanne & Carl! No…I’m not crying, YOU’RE CRYING! Oh, the feels. Thank you Pets for Patriots for making such a difference!”


Video for Pets for Patriots

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