The Shelter Pet Project created an interactive social media lab that allowed animals to create posts to be shared on the organization’s Twitter, Facebook and Instagram.

When social media goes to the dogs (and cats), it couldn’t paws-ibly get any cuter.

That becomes clear during a visit to the set of The Shelter Pet Project’s new pet adoption campaign.

The brainchild of The Humane Society of the United States, Maddie’s Fund and the Ad Council, put pets in an interactive laboratory with toys that enabled them  to create their own social media posts for The Shelter Pet Project’s Facebook, Instagram and Twitter. Videos explaining how the posts were made will also be shared to the organization’s social media accounts.

On the day of this reporter’s visit, which happened to be National Puppy Day, a group of adorable puppies flooded the set, leading this reporter to believe she must’ve done something Oprah-level generous in a previous life.

The Shelter Pet Project, which hopes to make adoption the primary method of acquiring a pet, has previously featured Internet-famous shelter pets like Keyboard Cat and Toast in their campaign. The organization is once again hoping to tap into the large, pet-loving audience on social media.


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“People are already sharing content that features pets prominently because it brightens your day, and it’s something that people like to share with one another,” explains Amy Gibson-Grant, vice president, campaign development at the Ad Council. “What we’re trying to do is to capitalize on that phenomenon and leverage it for the adoption message.”

For the campaign unveiled Sunday, National Adopt a Shelter Pet Day, dogs and cats make their way through a white set peppered with colorful props that modify a photo of the pet. Playing with…