How One Campaign Helped Many: #TheRescueEffect Boosts Adoptions from Coast to Coast

Stu C. and his family were first in line at Angels of Assisi’s August adoption event hosted by PetSmart in Roanoke, Virginia. They were on a mission to adopt Ben, a brindle pup with white paws whom they had seen online.

“We got there early,” said Stu, who was accompanied by his wife, Casey, and their two young children, Jolene and Ripken. “We’d seen him online and couldn’t wait to meet him.”

Ben with his new family including Ripken, left, and right, Jolene, Casey and Stu.

Angels of Assisi’s adoption event, one of several over the summer and fall, was hosted in collaboration with the ASPCA during the second annual national campaign, #TheRescueEffect. This campaign raises awareness about the lifesaving work of shelters and rescues, inspires audiences to support them and helps more animals find homes.

More than 600 animal organizations in all 50 states and Puerto Rico participated in the campaign — proudly supported by Chewy this year — which launched on August 1 and continued through October.

Heartwarming Stories

Seven-month-old Ben was one of 11 animals who found homes that day in Roanoke.

“We love the idea behind #TheRescueEffect,” said Gracie Boliek, Angels of Assisi’s communications manager. “Day after day, we see how one adoption helps save so many more deserving animals, and we'll always do what we can to help spread that message.”

After their 12-year-old Boxer-mix, Buster, passed away in June, Leslie D. and her son Landon visited Texas Humane Heroes in Leander to donate some of Buster’s things.

“There was such a void without a dog in the house,” said Leslie. “We visited the shelter weekly to get our dog fix.”

Scooby with his new family, Leslie, Jason and Landon, is destined to become a Texas Longhorns fan.

A pooch with a prominent widow’s peak named Scooby eventually caught their eye, and Leslie and her husband, Jason, adopted him.

“Scooby had never been in a home,” said Leslie, whose experience at the shelter has inspired her to volunteer there. “We are his first-ever family.”

Other heartwarming stories that demonstrate #TheRescueEffect come from Southern Pines Adoption Center in Hattiesburg, Mississippi, where felines Juniper and Kashmere were among the many animals adopted. A feisty, dilute Calico kitten, Juniper makes her adopters laugh at her antics and is best buddies with their German Shepherd, Mina, who is 10 times her size. And Kashmere — fluffy and well-mannered — is no stranger to soft surfaces.

Juniper, left, with Mina, and Kashmere, right, were adopted from Southern Pines Adoption Center in Hattiesburg, Mississippi.

Amanda said the campaign made adoption more accessible for people who might otherwise obtain pets from different sources or not adopt at all.

“By removing the financial barrier of an adoption fee, we helped families welcome pets who are already spayed or neutered, vaccinated and microchipped, setting both the pets and their new families up for success from day one.”

Grateful for Grant Funding

As part of the campaign, the ASPCA provided $2 million in grant funding to more than 100 participating shelters to help waive adoption fees and support operating costs, giving more animals a chance to find loving homes. The national campaign also included video ads running on digital and social platforms in select markets across the country to raise awareness about the importance of animal adoption.

“We chose to participate because this campaign perfectly aligned with our mission to save more lives and reduce barriers to adoption,” said Amanda Paris, shelter director at Southern Pines. “The grant opportunity came at the perfect time; at the end of summer, our kennels are consistently full, and we’re always seeking creative ways to engage adopters. Joining #TheRescueEffect felt like a way to be part of something bigger while also meeting a very real local need.”

Juniper, left, with Mina, and Kashmere, right, were adopted from Southern Pines Adoption Center in Hattiesburg, Mississippi.

Amanda said the campaign made adoption more accessible for people who might otherwise obtain pets from different sources or not adopt at all. 

“By removing the financial barrier of an adoption fee, we helped families welcome pets who are already spayed or neutered, vaccinated and microchipped, setting both the pets and their new families up for success from day one.” 

By the Numbers

Rhea, a stout canine who resembles the dog emoji, is one of more than 170 animals, including cats, dogs, guinea pigs and rabbits, adopted from the Humane Society of Chittenden County (HSCC) in South Burlington, Vermont, during August and September. According to Emily Hecker, HSCC’s director of development, these numbers reflect twice as many adoptions as the organization typically facilitates during the same months.

“Our shelter has seen a decrease in adoptions and an increase in intakes due to economic pressures on the local community,” said Emily. “Finding homes for pets like Rhea means we can free up space for another animal who needs us.”

While Rhea’s adopter, Kimberly H., wasn’t actively looking for another dog, she felt an immediate bond when they were introduced.

Rhea, pictured with her new housemate Edie, left, was adopted from Chittenden County Humane Society in South Burlington, Vermont.

“I had forgotten how strong that connection can be,” said Kimberly. “I’m glad we found each other.”

In August and September, Providence Animal Rescue League (PARL) in Providence, Rhode Island, found homes for 65 animals — 49 cats and 14 dogs.

“Participating in #TheRescueEffect helped raise awareness of crowding in shelters and the ripple that every foster or adoption creates,” said Shane Muir, communications coordinator at PARL. “Most weekends are generally successful for us in terms of adoptions, but these numbers were significantly higher in comparison.”

Charleston Animal Society also celebrated big wins during the campaign. In August and September, they found homes for 219 animals — 146 cats and 73 dogs.

Among the more memorable adoptions were large, long-stay dogs, including a black terrier-mix named Deborah Vance and Ricky Bobby, a tan-and-white jumbo who had been waiting for a home since early July.

The campaign led to a surge in large dog adoptions at Charleston Animal Society, including, from left, Deborah Vance (now Luna) and Ricky Bobby.

"We’ve been overwhelmed with big dogs this year,” said Aldwin Roman, vice president and chief operating officer at Charleston Animal Society. “But thanks to #TheRescueEffect, we were able to get more of them out of the shelter and into loving homes.”

Amanda at Southern Pines reported that her shelter’s adoptions rose 6.3% in August — from 190 in 2024 to 202 in 2025, and a staggering 53% in September — from 117 to 179. Amanda attributes their success in part to the ASPCA grant, which helped them waive adoption fees and motivate more families to take the first step.

“This campaign was a game changer for those of us in the trenches,” Amanda said. “It made a real and immediate difference for the animals and communities we serve.”

Tributes to Bens and Busters

Before they adopted Ben, Stu and his family bade a painful goodbye to their 12-year-old dog, Camden. Despite their grief, they wanted to give another rescue dog a home. Ben has settled into the family’s home and routine and even walks the kids to school every day.

Ben with two of his new family members, Jolene and Ripken.

“Rescue works for us, and it’s the right thing to do,” said Stu. “We’ve always liked the idea; there are so many animals in shelters that need good homes.”

Leslie, Jason and Landon, who adopted Scooby in Texas, still mourn their friend, Buster, but Scooby brightens their days.

“Seeing all the dogs that are available made us realize there are so many deserving animals out there,” said Leslie. “Way too many Busters in need of homes.”

Even after the ASPCA’s campaign wraps up for the year, you can still keep the Rescue Effect alive by adopting, fostering, volunteering, donating and advocating for your local animal shelters and rescue groups.