• by Tanya Gazdik , October 1, 2023

Subaru of America is bringing back its annual initiative to help shelter pets find homes in October.

The automaker will celebrate the fifth annual National Make A Dog’s Day on Oct. 22, a day dedicated to making all dogs feel cared for, including shelter dogs with special needs.

Subaru invites dog enthusiasts to do something extra-special for their canine companions and share these moments on social media using the hashtag #MakeADogsDay.

The brand is launching an integrated ad campaign from Carmichael Lynch featuring a new pack of "Underdogs." 

Throughout October, the automaker’s new 30-second spot, "Waiting", will run on national TV networks including ABC, CBS, FOX, and NBC. In addition to the 30-second spot, two additional 15-second spots -- "Waiting" and" Subaru Loves Pets" – will be featured across streaming and digital platforms like Peacock, Hulu, Roku, YouTube, and Twitch. 

The brand will also support the campaign across its owned social channels and integrated marketing efforts, spanning influencer partnerships, TikTok and custom content with The Dodo.

According to the American Society for the Prevention of Cruelty to Animals, nearly 6.3 million companion animals enter shelters each year. Throughout October, the automaker and more than 600 Subaru retailers will once again join forces with local shelters, rescues, and pet organizations to host a combination of in-person and virtual pet adoption events. 

The Subaru Loves Pets initiative puts special focus on “Underdogs” -- the senior, physically challenged, or otherwise unique dogs who often wait the longest to be adopted.

Subaru and its retailers is committed to creating a better world for animals everywhere, says Alan Bethke, senior vice president of marketing, Subaru of America, Inc. . 

For each pet adopted during the month of October, participating retailers will make a $100 donation to their partner shelter up to $3,100 per retailer.

Additionally, Subaru will contribute $20 to the ASPCA for each purchase of select Subaru Pet-Friendly Accessories, including pet harnesses, seat protectors, and travel bowls, via Subaru Parts Online, up to $10,000.

Furthermore, for each “Animal” badge ordered through Subaru Badge of Ownership in October, Subaru will donate $1 to the ASPCA, up to $5,000.

Since 2008, Subaru and its retailers have donated over $51 million to national and local organizations, supporting the rescue, transportation, and adoption of over 420,000 animals.