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Hallmark Unleashes 'Pet Project'

Hallmark Channel has embarked on public service campaign celebrating pets while encouraging the public to adopt as a means to battle the nation's epidemic of strays.

"Hallmark Channel's Pet Project" will include public service announcements, programming elements, social media engagement, and a comprehensive microsite, featuring videos, photos, pet care tips and pet-finder resources at http://www.hallmarkchannel.com/petproject.

Throughout the year, Hallmark Channel will engage its audience and keep the campaign's messaging and mission top-of-mind on its social media platforms and the microsite, as well as through pet-themed programming comprising segments on the channel's original daytime lifestyle shows Home & Family and Marie!; original telefilms like Puppy Love; and such special as this fall's second annual "American Humane Association Hero Dog Awards", produced in partnership with American Humane Association.

As part of the campaign, Hallmark Channel has formed strategic partnerships with PetSmart Charities, North America's largest funder of companion animal-welfare efforts, and American Humane Association, which has advocated for the safety and wellness of animals since 1877
"Pets bring so much joy and enrichment to our lives and ‘Hallmark Channel's Pet Project' is designed to honor this incredible human-animal bond," said Bill Abbott, president and CEO, Crown Media Family Networks, in announcing the outreach program. "We also hope the campaign will educate and mobilize our audience around the issue of pet homelessness and help find homes for some of the thousands of wonderful animals waiting to bring their gifts and unconditional love to a family of their own."