Pet Valu has launched a national, multi-channel marketing campaign to build awareness of The Don’t You Want Me Project.
The project is a social impact photography project dedicated to showcasing the beauty and resilience of LGBTQ+ people, and the impact their rescue dogs have on them.
“Pet Valu and The Don’t You Want Me Project are natural partners. We both nurture the unconditional relationship between pets and pet lovers and understand the transformative impact rescue pets can have, often making it difficult to tell who has rescued who,” said Tanbir Grover, chief Marketing and digital Officer, Pet Valu. “When we first learned of the incredible work The Don’t You Want Me Project was doing this spring, we immediately knew we wanted to contribute through our giving back program.”
Co-founded by Jack Jackson, The Don’t You Want Me Project provides a visual global platform for LGBTQ+ people and their rescue dogs to tell their stories through personal narratives and images.
Launching today, Pet Valu’s campaign includes a two-minute video along with shorter videos featuring individuals from The Don’t You Want Me Project sharing their stories. The videos, which will be running on YouTube, CTV Video on demand, OutTV, and social media (Facebook and Instagram), were directed by award-winning director Angie Bird.
Pet Valu is also launching a digital influencer program to highlight the relationships between pets and their owners, and drive awareness of The Don’t You Want Me Project. The influencer campaign will run on Instagram through June 18.
Pet Valu supports a range of pet-related organizations through its giving back program, including Lions Foundation of Canada Dog Guides and hundreds of local animal shelters and charities in communities across Canada. It has also funded five rescue transportation and mobile health clinics for animal rescue organizations in Nova Scotia, Ontario, and British Columbia.