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Purina® Pro Plan® launches its Pro Plan Rally to Rescue™

Pets and Owners Band Together in Style with a Goal of Raising More than $1 Million

Each day millions of Americans make a fashion statement supporting an issue they are passionate about. Whether it's a yellow wristband or a pink ribbon, more and more people proudly display their affinity towards a personal cause. But what about our pets? Now for the first time, Fido and Fluffy can band together in style with their owners to publicly support a cause of their own—pet rescue.

Today, Purina® Pro Plan® launches its Pro Plan Rally to Rescue™ campaign, which allows pets and owners to join forces and outfit themselves in matching rallying symbols for the cause. Both dogs and cats will make a statement with purple, nylon adjustable collars that feature a reflective, silver stripe down the middle with the Rally to Rescue declaration. Owners will wear purple wristbands that look just like the pet collars but are sized for humans.

The campaign will supply up to 200,000 sets of the collars and wristbands to pet rescue organizations nationwide to distribute in support of their rescue efforts. Each organization is encouraged to request a donation of $5 per set. In addition to being sold by local organizations, the collar and wristband sets also will be available online at http://www.rallytorescue.org/info for anyone to purchase. Net proceeds from on-line sales and all proceeds from the sale of collars and wristbands by rescue organizations will benefit participating organizations, with a campaign goal to raise more than $1 million.

Why Rally to Rescue

Smaller pet rescue organizations place nearly a half a million dogs and cats in homes each year, and represent nearly 45 percent of all pet adoption groups. However, they are often overlooked by potential donors and adopters due to their more limited fundraising and marketing capabilities.

"The majority of small pet rescue groups are run by a few volunteers and many operate out of their own homes," said Deborah Cooper, Rally to Rescue national spokesperson and chair of the Chinese Shar-Pei Club of America Rescue Organization. "This clever fundraising initiative will allow hundreds of local organizations to continue to make a difference in their communities and help thousands of homeless pets."

Everything AND the Kitchen Sink

Based on select criteria, Pro Plan will identify up to 500 pet rescue organizations to be Ambassadors for the campaign. The Rally to Rescue Ambassadors will work hand-in-hand with Pro Plan to raise awareness for pet rescue and support the participating organizations' adoption efforts.

In addition to the donated collars and wristbands, the campaign will provide each pet rescue Ambassador organization with a customized "event-in-a-box" kit. The kit includes everything imaginable to host a local adoption event, including a tent and signage. In addition, partnering organizations also will receive adoption care kits to distribute to new owners to educate the adopters about their new furry friends.

Finally, in order to keep the rescue community abreast of the campaign's success and activities, the program will launch a quarterly magazine for all participants. Ambassadors also will have access to a members-only section of the web site that will provide additional pet rescue resources.

"Rally to Rescue is unique in that the pet is an active participant because of the collar program. Rescue is a cause that starts and ends with pets, but naturally people are a big part, which is why we have a matching wristband, the event and adoption kits and magazine," said Ken Wilhelm, director of Pro Plan Rally to Rescue. "By providing the valuable resources and tools that rescue organizations typically can't afford, we know that through our Ambassadors we're helping more dogs and cats find loving families."

Starting the Rally on the Right Paw

To raise additional awareness for the campaign, this July Pro Plan will host its first national Rescue Rally in Los Angeles, and celebrate the dedicated work of rescue organizations nationwide. The event brings together rescue groups from the Los Angeles area and encourages owners and their pets to help the cause by walking in the Rally and wearing collars and wristbands.

"As much as I wish everyone could foster or adopt a homeless pet, I know that many people need other ways to support this important cause. Rally to Rescue provides an easy, effective means of showing your support and raising awareness. I know from personal experience that individuals can make a huge difference, one pet at a time," added Cooper.

To learn more about the Pro Plan Rally to Rescue campaign or to purchase a collar and wristband go to http://www.rallytorescue.org/info.

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