The project utilized in-depth research, surveys, and focus groups with shelters and experts to develop its media strategy. In the U.S., an average of two to three pets are adopted per shelter per day. It was estimated that increasing this number by two more pets per shelter per day could save the lives of three million pets, almost eliminating the problem of shelter deaths.

The research identified how best to target the campaign to achieve these goals. The research found that about 41 million people in the U.S. could be identified as “swing voters,” those who are neither concretely no-pet, pro-breeding, or anti-pet. To reach these people, research says the best way is to eliminate the stigma of shelter pets, highlighting that most pets are relinquished because of problems with their owners (divorce, moving, abandonment), not because the pets had behavioral issues.