Purina & The Urban Resource Institute
CHALLENGE:
According to the National Coalition Against Domestic Violence, more than 70 percent of domestic violence victims report that their pets were either threatened, harmed, or killed by their abuser. Only about 3 percent of domestic violence shelters in the United States permit pets, leading many victims to remain in an unsafe environment, and 48 percent of domestic violence victims stay in abusive situations because they don't want to leave their pets behind.
STRATEGY:
Kirstyn built an inaugural strategic partnership between Nestlé Purina and the Urban Resource Institute to support domestic violence victims through the development of PALS - the People and Animals Living Safely program. This partnership launched New York City’s first pet-friendly domestic violence shelters, outfitting existing shelters to accommodate domestic violence victims along with their pets.
RESULTS:
PALS launched with 30 apartment-style units for about 100 people and 30 pets, at a shelter location in Brooklyn (the largest shelter of its kind in the nation).
The PALS shelter was the first built from the ground up with attention to nonhuman needs, including a grooming station, a private outdoor “pet haven” play area and walls painted in soothing hues easy on animal eyes.
PALS continues to operate and has received continued investment, most recently by the ASPCA ($75K grant).