TL;DR
Rare Breed and Stray Project have launched “Impossible to Ignore” for National Adopt a Shelter Dog Month in October. The campaign features 12 dogs available for adoption at the Humane Society of Tampa Bay; for each item purchased from its limited-edition collection, Stray Project says it will donate 80 meals to shelter dogs through Greater Good Charities.
Rare Breed and Stray Project have launched “Impossible to Ignore,” a campaign for National Adopt a Shelter Dog Month featuring 12 dogs available for adoption and a limited-edition clothing collection. The partners say each collection product purchased will prompt a donation of 80 meals to shelter dogs through Greater Good Charities.
The campaign’s featured dogs are real animals available for adoption through the Humane Society of Tampa Bay. Rare Breed and Stray Project worked with Stronger Shot Photography to photograph the 12 dogs, whose images will appear in the campaign’s creative materials and digital platforms. The stated aim is to give the dogs added visibility among potential adopters.
The clothing collection is scheduled to be released on Oct. 22. The campaign website, strayproject.com/impossible, offers visitors information about the featured dogs and an option to sign up for notifications. The campaign announcement says the meal donation applies to each product purchased from the collection, with meals distributed through Greater Good Charities.
Frank Jackman, director of emerging brands at Link Snacks, which makes Rare Breed, said the partners wanted to help shelter dogs “get seen.” Stray Project co-founder Evan Graves said the campaign is intended to put the animals “front and center” and encourage people to consider adoption. These are statements of the organizers’ goals; the announcement does not report adoption outcomes or the total number of meals already donated.
Visibility and Meals for Shelter Dogs
The campaign links publicity for adoptable dogs with a purchase-based contribution. Its photography could help audiences learn about individual animals, while the stated 80-meal donation per item gives collection buyers a defined way to support shelter dogs. The announcement does not establish how many products will sell, how many meals will ultimately be provided, or whether the featured dogs will be adopted as a result.
For shelters, exposure can be one way to connect animals with potential adopters. In this case, the campaign centers on 12 dogs at one named organization while describing the meal support as benefiting shelter dogs across the country. The exact reach of that broader support has not been detailed.
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A Campaign Built Around Adoptable Dogs
National Adopt a Shelter Dog Month takes place in October, and the partners say they chose the period to encourage adoption consideration. The campaign combines photography, digital promotion and a limited-edition clothing release rather than announcing a change to shelter policy or a new adoption program.
Rare Breed is a dog treat brand owned by Link Snacks. The campaign announcement describes the brand’s other shelter and rescue efforts as including treat donations, adoption-fee sponsorships and storytelling. Stray Project is the campaign partner; the release identifies its role in the clothing collection and meal donation arrangement. Those descriptions come from the organizations’ announcement.
“A great photo creates connection and helps someone imagine that dog as part of their family.”
— Adam Goldberg, founder of Stronger Shot Photography
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Donation Totals and Adoption Results
The announcement does not give a sales target, an overall cap or estimate for the meal donations, or details on how Greater Good Charities will allocate the meals. It also does not state how long the collection will be available or whether the donation applies to every product in the broader Rare Breed range; the stated offer concerns items in the limited-edition collection.
The release names the Humane Society of Tampa Bay as the source of the featured adoptable dogs but does not provide their individual adoption status after the campaign began. It is not yet clear whether the campaign will report later figures for meals donated, audience reach or adoptions connected to the photos.
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Collection Release on Oct. 22
The next announced milestone is the Oct. 22 release of the Rare Breed × Stray Project collection. Interested visitors can use the campaign website to sign up for notifications and view the featured dogs. The partners have not announced a closing date for the collection or a schedule for publishing campaign results.
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Key Questions
What is the “Impossible to Ignore” campaign?
It is an October campaign by Rare Breed and Stray Project that promotes shelter dog adoption through photography, digital exposure and a limited-edition clothing collection.
How many meals does a purchase provide?
The organizations say each product purchased from the collection prompts a donation of 80 meals to shelter dogs through Greater Good Charities.
When does the collection go on sale?
The campaign announcement gives Oct. 22 as the collection’s release date. It does not specify how long items will remain available.
Which dogs appear in the campaign?
The campaign features 12 dogs available for adoption at the Humane Society of Tampa Bay, photographed with Stronger Shot Photography. Their current individual adoption status was not provided.
Where can people find campaign information?
The organizations direct visitors to strayproject.com/impossible for campaign updates, notification sign-up and information about the featured dogs.
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