Editor's note: Jully Black is available for one-on-one interviews at
Yonge Dundas Square between 1:30pm and 3:30pm. Interviews are being
booked on a first come, first served basis and will be allotted in 15
minute intervals. To book an interview with Jully Black please call
Janine Allen at 416-357-9294.
TORONTO, Sept. 14, 2011 /CNW/ - Come. Sit. Down. Heel. For the
thousands of dogs living in animal shelters across Canada there is one
word above all the others they want to hear: Stay.
Today, the makers of PEDIGREE®, in partnership with 30 Canadian animal shelters; dog-lovers Jully
Black, Eva Avila and Team Kevin Martin, will launch the fourth annual
PEDIGREE ADOPTION DRIVE® campaign to show that shelter dogs are good dogs, and enable and
empower Canadians to help them by adopting, donating and volunteering.
"Being a part of the 2011 PEDIGREE ADOPTION DRIVE campaign is truly a
great opportunity because it gives me the chance to raise awareness
about the importance of dog adoption." said Jully Black, Canadian Juno
Award Winning Singer/Songwriter. "The PEDIGREE ADOPTION DRIVE gives
thousands of shelter dogs across Canada a chance to be a part of a
Throw a Dog a Bone
A survey* commissioned by the makers of PEDIGREE® and conducted by Harris/Decima in 2010 revealed that half (49 per cent)
of Canadians felt that not enough is being done to help raise awareness
of the need to help shelter animals, but 81 per cent of Canadians also
said that they were not currently supporting initiatives or
organizations that help shelter dogs themselves.
The makers of PEDIGREE® have once again teamed up with 30 animal shelters across Canada and, to
help shelter dogs find loving homes, will donate $1 Canadian, up to a
maximum of $150,000 Canadian in 2011, for every view of its Adoption Stories videos to the shelters. The Adoption Stories videos can be viewed online at www.mypedigree.ca and showcase real-life dogs — Bootsie and Phoenix —who both came to
live in animal shelters while waiting for loving families to adopt
"We are very proud to partner with our 30 animal shelters across the
country to promote awareness about the importance of adoption and bring
these good dogs to the public," said Aisha Hassan, Brand Manager,
Pedigree Care & Treat, Mars Canada Inc. "Since the PEDIGREE ADOPTION
DRIVE® campaign launched in 2007, we have helped raise $650,000 CDN for
shelters across Canada and with this year's donation commitment will
bring that total to $800,000 CDN."
The makers of PEDIGREE® will bring their Adoption Stories videos to life with Canadians through its Adoption Tour¸ which is travelling across the country to show first-hand that shelter
dogs are good dogs. The PEDIGREE® Adoption Tour features a variety of interactive elements, including local shelter
representatives and shelter dogs, to teach Canadians about these loving
Toronto: Wednesday, September 14, 2011 at Yonge-Dundas Square in
partnership with Jully Black, members from Team Kevin Martin and the
Humane Society of Durham Region;
Montreal: Saturday, September 17, 2011 in the parking lot at Boulevard
St. Laurent and Rue Prince Arthur in partnership with Eva Availa and
Gerdy's Rescues and Adoptions;
Edmonton: Saturday, September 24, 2011 at the West Edmonton Mall Ice
Palace ice rink in partnership with the Edmonton Humane Society;
Halifax: Saturday, September 24, 2011 at the Halifax Shopping Centre in
partnership with the Cape Breton SPCA;
Vancouver: Saturday, October 1, 2011 at the TD Plaza in partnership with
the Langley Patti Dale Animal Shelter.
All Dogs Are Top Dogs
"We asked our 30 PEDIGREE® partner shelters what is the most common reason dogs are brought to
them and all of them stated owner lifestyle changes, including: no time
due to a new baby or job; financial implications; divorce or
separation; health of owner or owner moving somewhere that does not
allow pets," said Hassan. "We truly believe that one interaction
between a person and a shelter dog can be the difference between a dog
finding a home or spending months waiting in a shelter."
"Shelter dogs are compassionate and loyal like any other dog," said
Black "Everyone deserves a second chance at a life full of compassion
in a loving home surrounded by family. Shelter dogs are no different.
They just want to be loved and accepted."
To watch the PEDIGREE® Adoption Stories videos, or for more information on the 2011 PEDIGREE ADOPTION DRIVE® campaign including upcoming dates and locations for the Adoption Tour, please visit www.mypedigree.ca.
About the PEDIGREE ADOPTION DRIVE® Campaign
The makers of PEDIGREE® have kicked off the fourth annual PEDIGREE ADOPTION DRIVE® campaign to show that shelter dogs are good dogs, and enable and
empower Canadians to help them by adopting, volunteering and donating.
The PEDIGREE ADOPTION DRIVE® campaign is committed to donating a maximum of $150,000 Canadian, in
2011, to 30 PEDIGREE® partner shelters across Canada to aid them in helping the animals
admitted into their care with food, medical needs and a second chance
to find a loving home. Since its inception in 2007 the PEDIGREE
ADOPTION DRIVE® campaign has raised $650,000 Canadian, not including the 2011 donation
commitment, to help shelter dogs find loving homes.
About the PEDIGREE® brand
PEDIGREE® is the number one brand of dog food in the world offering a wide
variety of products for different dog life stages. As an innovative
market leader, the makers of PEDIGREE® are at the forefront of dog nutrition and understand dog owner needs by
providing a range of innovative food products and resources. PEDIGREE® products are available at grocery, pet specialty and mass merchandise
For more information on the PEDIGREE ADOPTION DRIVE® campaign and the PEDIGREE® brand, please visit www.mypedigree.ca.
*About the 2010 Survey
The data was gathered between April 29 and May 2, 2010 through
Harris/Decima's weekly teleVox, the company's national omnibus survey,
on behalf of the makers of PEDIGREE®. A representative sample of 1,008 Canadians were surveyed, and the
corresponding margin of error for results based on the full sample is
±3.1%, 19 times out of 20.
® Registered Trademarks. © Mars Canada Inc., 2011. All rights
Image with caption: "Jully Black and Team Kevin Martin launched the fourth annual PEDIGREE ADOPTION DRIVE® campaign at Yonge-Dundas Square September 14, 2011 to show that shelter dogs are good dogs. Pictured L-R Daisy (shelter dog), Jully Black, Kevin Martin and Cabo (puppy). (CNW Group/PEDIGREE ADOPTION DRIVE)". Image available at: http://photos.newswire.ca/images/download/20110914_C2740_PHOTO_EN_3281.jpg
SOURCE PEDIGREE ADOPTION DRIVE
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