PAUSE FOR PAWS
April 2026
Project Summary:
Pets are a central part of daily life for millions of Americans, and provide much needed routine, levity and comfort to our lives.
Following the 2020 COVID-19 pandemic, the desire to seek companionship from furry friends saw an increase, and with it rose a myriad of benefits and logistical issues. Chief among them being a lack of shelter space for incoming pets, especially surrenders previously adopted out.
Pause for Paws is a non-profit campaign focused on educating prospective pet owners on the commitment factor behind adopting a pet, with an end goal of reducing pet surrenders via preventative support, direction to resources and alternatives to surrender.
VIEW THE FULL CAMPAIGN BOOK HERE.
Research
Approximately 6 million animals entered shelters in 2024. 60% of shelter animals entered as strays of indeterminate origin and 30% entered as surrenders from owners.
While more furry friends enter homes each year, shelters in the US face a struggle to provide for an increasing number of surrendered and abandoned pets.
These issues place strain on packed animal shelters and put the health of animals and local ecosystems at risk.
It is imperative that these issues be addressed in a way that humanizes both pets and owners, and takes precautions to lessen pet surrender months to years after adoption.
Animal welfare complaints disproportionately affect impoverished and minority communities, lowering access to safe surrender methods for owners and animals in need. The overall increase in previously owned pets entering the shelter
system suggests points of strain on current owners of animals.
Top reasons given by owners for pet surrender or considering pet surrender in 2024:
1. Housing Insecurity
2. Financial Strain
3. Medical / Owner Death
Data provided by the ASPCA’s 2024 Shelter Animal Count
Early Development
Initial campaign development via mind map explored possible campaign language, goals, desired outcomes and determining deliverables that could achieve them.
Pause for Paws thrives on the love and empathy individuals hold towards animals, and is best reflected in playful language, illustration and interactive design. This approach toes the line between the serious commitment of pet ownership with the whimsy and joy that comes with becoming an owner, educating about pet preparedness without making it seem daunting or unattainable.
Poster Prototyping
Poster designs honed in on the campaign language piece “I’m a Commitment” by poking fun at harmless but notable aspects of pet ownership and responsibility.
After user testing and feedback, the posters that saw the best immediate reaction and understanding of messaging were the ones utilizing simpler, more recognizable scenarios.
As pictured above, the cat version of the poster pair initially began by illustrating a cat pushing over a plant, and developed over time via more sketches and rapid prototyping to a less complicated depiction of a cat sliding down something with it’s claws, which end-users found easier to determine at a glance, as well as more humorous and visual engaging.
Final Deliverables
Logo & Brand Design
Leading with popping colors and fun-loving mascots, Pause for Paws aims to meet a serious topic with an air of optimism and energy that makes pet preparation seem achievable for everyone.
Package Design
To facilitate connection between Pause forPaws, shelters and people adopting new
pets, package designs for Pet Care Kits build
incentive for new owners to work with shelters
to prepare by rewarding them with a gift once
the adoption is finalized!
Printed on recyclable material, the Care Kit for new cat owners comes including a slicker brush and nail trimmers, and new dog owners are gifted a retractable leash.
Motion Design PSA
Bringing the emotional factor, this PSA would feature on social platforms and TV advertisements to bring awarenese to the cause of the campaign.
Building Mural
Following observations that a majority of small city and privately owned shelters in metro Detroit were operated out of small street-facing buildings, a mural was picked as a final deliverable, bringing campaign messaging directly to the community street-scape. Designed to be simplistic and easy to install directly onto the side of animal shelters.
Social Media
Recognizing Pause for Paws’ need to educate the pet-loving public en-mass, a robust social media campaign was a necessity. Featuring 6 unique posts, 3 of which feature multi-page carousels and two plug and play templates for shelters to promote adoptable animals, this kit provides shelters with tools to directly connect prospective pet owners with resources.
Posters
Revising ideas previously featured in the ideation and prototyping phases, this pair of posters combines the serious requirements of pet preparation with the comedic relief of guilty pets in scenarios pet owners will be familiar with.
Closing:
For many of us, pets are and always will be an important part of our society and day-to-day life. We owe it both to them and ourselves to take responsibility for the care we provide, the systems we build and solving the problems we create along the way as we continue to do our best to spread love and comfort to our furry friends, as thanks for all the comfort they bring us.
This campaign aims not to shame or belittle anyone who may find themselves unable to support a pet, but to build empathy for such situations. A system that benefits us and our animals cannot be built on guilt, it must be built on understanding and support.
Beginning at pet adoption and providing assistance every day beyond, Pause for Paws is just one attempt to meet that need using the natural joy and amusement pets bring us.
VIEW THE FULL CAMPAIGN BOOK HERE.