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Hallmark Channel overhauls corporate pet initiative with new name, logo, focus

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Mon, Jan 15th 2018 11:20 am
Pet Project becomes Adoption Ever After, a multifaceted, cross-platform campaign aimed at raising profile of shelter pets & mobilizing the public to adopt
Hallmark Channel, the country's leading provider of family-friendly entertainment, announced the rebranding of its corporate pet initiative with a new name, logo, and reinforced commitment to educating the public about the many rewards of pet adoption. Originally launched as Pet Project in 2012, the campaign has been rebranded as Adoption Ever After, bringing the core call to action - adopt - to the forefront.
Working in collaboration with the country's leading animal rescue and welfare organizations, activists, distribution and advertising partners, and celebrity influencers, Hallmark Channel's Adoption Ever After aims to dismantle common misconceptions about shelter animals, provide resources, inspire the public to adopt, and ultimately put an end to this country's epidemic of pet homelessness.
As Adoption Ever After grows, Crown Media will forge new partnerships with other companies and brands to raise awareness for shelter animals. The first such partnership is with BISSELL and BISSELL Pet Foundation, which works tirelessly on its "Empty the Shelters" campaign. The hope is that this venture is the first of many alliances that will help clear the shelters.
"Every year, millions of perfectly healthy and lovable animals needlessly die in shelters - and while progress has been made in recent years, we still have a long way to go in the movement against pet homelessness," Crown Media Family Networks President and CEO Bill Abbott said. "With Hallmark Channel's Adoption Ever After, we are honored to give these animals a platform, spark a national dialog about the importance of adoption, and save lives."
The initiative includes such programming elements as "Kitten Bowl," "Hero Dog Awards," "American Rescue Dog Show" and daily pet adoption segments on "Home & Family," as well as off-air elements, grassroots efforts, social media outreach and strategic partnerships.
In addition, Hallmark Channel's two shelter pet mascots, Happy the Dog and Happy the Cat, continue to embody the beauty, intelligence and lovability of adopted pets on-air and through public appearances.

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