While 3-4 million dogs are acquired every year through reputable sources across North America, many more are acquired through non-reputable sources - sources that are typically identified as 'puppy mills', 'backyard breeders' and pet stores where breeding and living conditions are optimized for owners' profit, at the expense of the animals' welfare.
The Finding Fido program will directly influence people's attitudes and behaviours around getting a dog. This end result of this program is to directly and negatively impact the puppy mill industry and to shut them down.
Directly through our aggressive social media campaigns we project approximately 12 million program 'impressions', primarily through website traffic. If only 5% of people experiencing the program take action, then we will potentially have diverted as many as 600,000 people from puppy mills, pet stores and disreputable breeders.
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