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The ASPCA announced the third year of its national Rescue Effect campaign on July 15, 2026, a push to help more animals find homes with support from Walker’s Shortbread and Subaru of America. The campaign launches August 1 and runs through Adopt a Shelter Dog Month in October, with more than 450 shelters and rescues nationwide participating this year.
The push comes as many shelters remain at capacity, with nearly six million dogs and cats entering shelters and rescues in 2025 and animals, especially dogs, often staying longer before being adopted. As part of the campaign, the ASPCA is providing $2 million in grant funding to help 200 participating shelters waive adoption fees and support their operating costs, alongside video ads on digital and social platforms in select markets encouraging adoption and support for local shelters.
“With many shelters across the country at capacity, it’s crucial that we work together to remove barriers to adoption and fostering, and expand access to the veterinary services that help keep pets with the families who love them,” said Matt Bershadker, ASPCA President and CEO. The organization is also encouraging the public to foster, donate supplies, or urge Congress to cosponsor the Supporting Our Shelters Act, which would provide federal funding for animal welfare organizations. Walker’s is running a “Shortbread That Saves” campaign tying eligible purchases to ASPCA programs, and in October, Subaru will host pet adoption and community events at retailers nationwide through its Subaru Loves Pets initiative. In 2025, the ASPCA says it helped find or support placement into loving homes for nearly 71,000 animals through its shelter-support programs.
My thoughts: The scale of the underlying problem is worth sitting with before the campaign itself, nearly six million dogs and cats entered shelters last year, and dogs in particular are staying longer before being adopted. A fee-waiver grant and a few corporate partnerships aren’t going to solve that on their own, but $2 million spread across 200 shelters is a concrete, measurable piece of support rather than just an awareness push. The timing lining up with Adopt a Shelter Dog Month in October also means this is the stretch where a visit to a local shelter is most likely to come with a reduced fee.
Source: ASPCA press release
