The STAINMASTER® brand was awarded as the 2019 Shorty Social Good Awards winner in the Veteran & Service Support category for its video and photo campaign highlighting the work done by Pets for Patriots®.
Every day 20 military veterans commit suicide, and 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.
The STAINMASTER®brand worked with Pets for Patriots® to identify veterans and their pets who could really bring this program to life. With their help, STAINMASTER® brand created videos and photography showcasing the strong, emotional bond between these veterans and their pets.
Created entirely using in-house resources, the campaign focused not on the STAINMASTER® brand, but on the stories of these veterans and their new pets. STAINMASTER® brand 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® brand is proud of its role in recognizing the wonderful work of Pets for Patriots® in bringing Carl and Belle together to help one another. This work resonated with audiences who have seen the work, as well as with the team judging the award who picked the STAINMASTER® campaign over much larger, well-known brands and the agencies who produced their work.
STAINMASTER® brand and Pets for Patriots were actually introduced in 2017 thanks to the Pets for Patriots partnership with Flooring America. The two have continued to work together over the last few years to highlight the amazing work done by the organization.
What is the Shorty Social Good Awards?
The Shorty Social Good Awards honor the social good initiatives brands, agencies & nonprofits are taking to make our world a better place. While the Shorty Awards have long honored the best of social media, this competition includes efforts made by organizations to improve sustainability and diversity internally, foster globally minded business partnerships and increase employee community and civic engagement. Winners were selected by members of the Real Time Academy of Short Form Arts & Sciences , comprised of luminaries from advertising, media, entertainment and technology.