“Somehow they’ve managed to tackle the issue of animal abuse in a manner that doesn’t make people look away.” Mark Stevanus, CEO/Founder of Social Boss

Photography by Leo Howard Lubow Show Your Soft Side is a public service campaign that was created to change the mindset of young people who all-too-often view the maiming

and torturing of defenseless cats and dogs as a sign of “toughness” or

“manhood.” The campaign’s message that compassion toward

“This campaign animals is a strength, not a weakness is one that, overnight, is a win/win for struck a nerve with old and young alike. Today, Show Your Soft the animals and Side uses its reach and resources to build a better world for animals and, in doing so, build better adults. for the players who participate.” “In just a few short years, this volunteer-run effort has brought more Michael Harris, CEO of Best Sports star power to the issue of animal abuse than all the national organizations Consultants combined.” John Thompson, Executive Director, National Sheriffs’ Association

Show Your Soft Side History: In late 2010, Baltimore was beset by one horrific case of animal abuse after another. A nursing cat was set on fire by two 17-year-olds, a group of kids beat a young puppy to death in a public

park, and two teens were charged with dousing a dog, later named Phoenix, in accelerant and then setting her

on fire. Those hideous events turned out to be a defining moment for three determined women and one talented

photographer in Baltimore – and Show Your Soft Side was born.

Originally envisioned to be a few posters in City schools, the campaign captured the attention of the media

and was soon being shared in households from Baltimore to Brazil, and beyond. Incorporated as a non-profit

in 2013, Show Your Soft Side is run entirely by volunteers and boasts a team of more than 160 athletes, rockers

and celebrity “Softies” who are determined to end animal abuse before it starts. “Show Your Soft Side Campaign illustrates that being kind to animals is the strong thing to do.” BuzzFeed Show Your Soft Side Ads In addition to running outdoor advertising in targeted markets, Show Your Soft Side relies primarily on social marketing to promote its message and currently reaches an audience of 350,000 to 1.2 million people each week.

In an effort to reach young people, Show Your Soft Side posters are made available, free of charge, to teachers and schools across the country. Show Your Soft Side Ads Show Your Soft Side Ads Show Your Soft Side Ads Show Your Soft Side Time Line

2018 and Beyond: 2011 We’re working Originally intended toward the day to be a few posters when we have role in city schools, models in every the campaign field advocating for resonates with the compassionate old and young alike treatment of and is picked up by animals and that media outlets the message is around the world. engrained in every school across the country.

2015 Brent Smith of Shinedown becomes the 100th official “Softie” and the 2013 campaign is In order to 2016 featured at the The tables have extend its reach, Association of turned with we incorporated 2014 Prosecuting sports agents 2012 as a 501c3 and The campaign Attorney’s annual and players Although it are run entirely introduces its 2017 began with three conference as a now asking to by volunteers. first female It was a banner Baltimore-based tool for combatting participate in “Softie” and year for Softies. athletes, we animal abuse. the campaign. by year’s end, We added 29 more soon welcomed Hollywood also New “Softies” to the team and national names joins the team are coming on together, they such as Tommy Lee in the form of board on average helped spread the of Motley Crue award-winning two per month. message to kids and spoken word actress, across the country, artist, Henry Rollins. Kaley Cuoco. as well as legislators The campaign on Capitol Hill. is featured on Animal Planet. Show Your Soft Side Partners We partner with a diverse list of athletes and celebrities, as well as individual schools and socially-conscious

businesses, to end animal cruelty before it starts. Some donate their time, others provide resources “It’s one of those and funding, but all have demonstrated they have paw prints on their hearts. rare non-profits “Pet Valu is honored to partner with Show Your Soft Side in raising awareness that thinks and necessary funds to end animal cruelty through events like Pawject Runway like a business. and initiatives like our pet photo calendar.” Joe Dent, President, Pet Valu U.S. They just get it.” John Minadakis, Owner, Jimmy’s Famous Seafood

Musicians Football Chris Moore Baseball MMA Brent Smith, Shinedown Torrey Smith Matt Wieters John Rallo Tommy Lee, Motley Crue Justin Pugh Carl Davis Chris Tillman Lzzy Hale, Halestorm Mark Herzlich Gerrard Sheppard Manny Machado Lacrosse Steve Whiteman, KIX Todd Herremans Jarret Johnson Ian Desmond Paul Rabil John Allen, Arthur Jones Brendon Ayanbadejo Buck Showalter Kevin Crowley Charm City Devils Andre Williams Vince Papale Pudge Rodriguez Henry Rollins Courtney Upshaw Senio Kelemete Jacob May Soccer Nokio, Dru Hill Prince Amukamara Lane Johnson AJ Burnett Tesho Akindele Sin Quirin, Ministry Carson Tinker Rodney McLeod William Vanzela Lucia Micarelli Demetrius McCray Chris Moore Hockey Vini Dantas Dan Tillery Tyrone Crawfod Vontae Davis Karl Alzner Tony Donatelli Zack Martin Willie Henry John Carlson TV & Radio Datone Jones Nick Boyle Bernie Parent Indycar Driver Kaley Cuoco Sam Martin Logan Ryan Nick Grossman Josef Newgarden Rebecca Corry Terrell Watson Tyler Matakevich Braydon Coburn Qadry Ismail Morgan Cox Brent Urban Nick Schultz Boomer Esiason Brandon Williams Luke Bowanko Derian Hatcher Brian Baldinger Ryan Jensen Riley Cote Ricki Lake Lawrence Guy Jay Beagle Brandon McMillan Jeremy Zuttah Matt Niskanen Rocky Kanaka Alex Lewis “The Show Your Soft Side campaign harnessed the power of Social Media to generate awareness. What started as a public outpouring of support for animals in Baltimore City quickly expanded and now includes notable Sports, Music and TV personalities from across the country.”Jody Berg, Founder and CEO, Media Works, Ltd. Show Your Soft Side Media Coverage Since its launch, Show Your Soft Side has received attention from media outlets in the U.S. and abroad, been featured on everything from local news to episodes on Animal Planet. This exposure has helped bring the issue of animal abuse to the forefront and is a critical component of the campaign.

Baltimore Sun Fox News Baltimore magazine Baltimore Athletes ‘show their soft side’ City Police Officer becomes Gentlemen Prefer Dogs to Stop Animal Cruelty Internet Sensation (5/16) (9/26/11) (3/5/14) ABC 2 – WMAR BuzzFeed Washington Capitals players show Huffington Post The Internet Has Fallen in Love their Soft Side Professional Athletes Show Their with a Hunky Cop Who Rescues Cats (3/5/14) (5/16) Soft Sides For Animals (9/30/11) Closeronline.co.uk Monumental Sports Network Handsome AND he rescues kittens: Show Your Soft Side | Beagle/Niskanen Huffington Post could this police office be the most (12/9/17) Show Your Soft Side Animal Campaign eligible bachelor in the world Features Burly Baltimore Celebrities The Baltimore Sun (3/6/14) (6/19/12) Pawject Runway 2017 The Baltimore Sun (5/10/17) Examiner.com Animal-rescuing cop becomes Baltimore Raven Torrey Smith is in NBC Sports Washington Baltimore’s top eligible bachelor the Show Your Soft Side Campaign Former Raven Torrey Smith pays adoption (3/6/14) (2/2/13) fees for 46 animals at Baltimore shelter NBC News (5/8/17) Burlington County Times Baltimore Copy Saves Stray Kitten, Philly Shows Its Soft Side New York Post Woos the Internet (4/30/13) NFL star Torrey Smith pays for 46 (3/29/14) adoptions at animal shelter dailymail.com.uk The Huffington Post (5/9/17) Baltimore police officer ends up adopting Here’s a lot of Beefcake in the ‘vicious’ pit bull … after it licked him and The Dodo Name of Being Kind to Animals jumped in his cruiser NFL Player Who Loves Animals (6/2/14) (8/14/13) Helps Save 46 Of Them Mashable.com (5/19/17) BMoreGood.net Hunks and Pups Campaign Officer Brings Love for Animals Home BarkPost Will Give You Paws (8/29/13) The Amazing Story Of Aladdin (6/4/14) The Pit Bull Therapy Dog lovemeow.com Dogster (5/19/17) Baltimore Police Officer Protects And Serves “Show Your Soft Side” Pairs Both Two Legs And Four Paws Maryland Dog Magazine Celebrity Tough Guys with Dogs (11/30/13) Show Your Soft Side, To End Animal Cruelty to Prevent Animal Cruelty (5/17) vitaminisgood.com (8/28/14) Alaz Approves: Show Your Soft Side Cat Tipper American Dog (1/6/14) ’ Bronson Kaufusi Show Your Soft Side: The Feel Good Joins Show Your Soft Side Campaign Huffington Post Campaign That Grew Out Of Anger (11/2016) Why this Baltimore Cop is Posing Winter 2014 for Pictures with Adorable Kittens Baltimore Business Journal CBS Local (3/4/14) 5 minutes with Sande Riesett, president, Dallas Cowboys Raise Awareness Show Your Soft Side Inc. Good Morning America to Fight Animal Cruelty (7/24/17) Real Men Cuddle Pets (2/12/16) (3/5/14) Contacts Sande Riesett, President • [email protected] Lori Smyth, Vice President • [email protected] Caroline Griffin, Secretary/Treasurer • [email protected]

Website: Showyoursoftside.org Facebook: Facebook.com/showyoursoftside Instagram: Showyoursoftside Twitter: SoftSide 1