Somehow They've Managed to Tackle the Issue Of

“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 that thinks “Pet Valu is honored to partner with Show Your Soft Side in raising awareness like a business. and necessary funds to end animal cruelty through events like Pawject Runway They just get it.” and initiatives like our pet photo calendar.” Joe Dent, President, Pet Valu U.S. John Minadakis, Owner, Jimmy’s Famous Seafood

Musicians Football Senio Kelemete Baseball MMA Brent Smith, Shinedown Torrey Smith Lane Johnson Matt Wieters John Rallo Tommy Lee, Motley Crue Justin Pugh Rodney McLeod Chris Tillman Lzzy Hale, Halestorm Mark Herzlich Rasheed Bailey Manny Machado Lacrosse Steve Whiteman, KIX Andre Williams Vontae Davis Ian Desmond Paul Rabil John Allen, Courtney Upshaw Willie Henry Buck Showalter Kevin Crowley Charm City Devils Prince Amukamara Nick Boyle Pudge Rodriguez Henry Rollins Carson Tinker Logan Ryan Jacob May Soccer Nokio, Dru Hill Demetrius McCray Tyler Matakevich AJ Burnett Tesho Akindele Sin Quirin, Ministry Tyrone Crawford Albert McClellan William Vanzela Lucia Micarelli Zack Martin Brent Urban Hockey Vini Dantas Dan Tillery Datone Jones Luke Bowanko Karl Alzner Tony Donatelli Sam Martin AJ Cann John Carlson TV & Radio Terrell Watson Tommy Bohanan Bernie Parent Indycar Driver Kaley Cuoco Morgan Cox Ben Koyack Nick Grossman Josef Newgarden Rebecca Corry Brandon Williams DJ Smoot Braydon Coburn Qadry Ismail Ryan Jensen Matt Iaonnidis Nick Schultz Boomer Esiason Lawrence Guy Muhammad Wilkerson Derian Hatcher Brian Baldinger Alex Lewis Patrick Onwausor Riley Cote Ricki Lake Chris Moore Brandon McManus Jay Beagle Brandon McMillan Ronnie Stanley Matt Niskanen Rocky Kanaka Carl Davis “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 BuzzFeed Monumental Sports Network Baltimore Athletes ‘show their soft side’ The Internet Has Fallen in Love Show Your Soft Side | Beagle/Niskanen to Stop Animal Cruelty with a Hunky Cop Who Rescues Cats (3/5/14) (12/9/17) (9/26/11) Closeronline.co.uk The Baltimore Sun Handsome AND he rescues kittens: Pawject Runway 2017 Huffington Post could this police office be the most (5/10/17) Professional Athletes Show Their eligible bachelor in the world Soft Sides For Animals NBC Sports Washington (3/6/14) (9/30/11) Former Raven Torrey Smith pays adoption The Baltimore Sun fees for 46 animals at Baltimore shelter Huffington Post Animal-rescuing cop becomes (5/8/17) Show Your Soft Side Animal Campaign Baltimore’s top eligible bachelor Features Burly Baltimore Celebrities New York Post (3/6/14) (6/19/12) NFL star Torrey Smith pays for 46 NBC News adoptions at animal shelter Examiner.com Baltimore Copy Saves Stray Kitten, (5/9/17) Baltimore Raven Torrey Smith is in Woos the Internet the Show Your Soft Side Campaign The Dodo (3/29/14) (2/2/13) NFL Player Who Loves Animals The Huffington Post Helps Save 46 Of Them Burlington County Times Here’s a lot of Beefcake in the (5/19/17) Philly Shows Its Soft Side Name of Being Kind to Animals (4/30/13) BarkPost (6/2/14) The Amazing Story Of Aladdin dailymail.com.uk Mashable.com The Pit Bull Therapy Dog Baltimore police officer ends up adopting Hunks and Pups Campaign (5/19/17) ‘vicious’ pit bull … after it licked him and Will Give You Paws jumped in his cruiser Maryland Dog Magazine (6/4/14) (8/14/13) Show Your Soft Side, To End Animal Cruelty Dogster (5/17) BMoreGood.net “Show Your Soft Side” Pairs Officer Brings Love for Animals Home Cat Tipper Celebrity Tough Guys with Dogs (8/29/13) Baltimore Ravens’ Bronson Kaufusi to Prevent Animal Cruelty Joins Show Your Soft Side Campaign lovemeow.com (8/28/14) (11/2016) Baltimore Police Officer Protects And Serves American Dog Both Two Legs And Four Paws Baltimore Business Journal Show Your Soft Side: The Feel Good (11/30/13) 5 minutes with Sande Riesett, President, Campaign That Grew Out Of Anger Show Your Soft Side Inc. vitaminisgood.com Winter 2014 (7/24/17) Alaz Approves: Show Your Soft Side CBS Local (1/6/14) Dallas Cowboys Raise Awareness Someone’s Magazine Huffington Post to Fight Animal Cruelty A Heart Beat Why this Baltimore Cop is Posing (2/12/16) (2/18) for Pictures with Adorable Kittens (3/4/14) Baltimore magazine Baltimore Sun Gentlemen Prefer Dogs Good Morning America Eagles & Beagles: Super Bowl Champ (5/16) Real Men Cuddle Pets Torrey Smith Featured in Billboard in (3/5/14) ABC 2 – WMAR Support of Beagle Bill Washington Capitals players show (2/6/18) Fox News their Soft Side City Police Officer becomes (5/16) Animal Wellness Magazine Internet Sensation Show Your Soft Side of Beagle Bill (3/5/14) (Aug/Sept 18) Contacts Sande Riesett, President • riesett@comcast.net Lori Smyth, Vice President • [email protected] Caroline Griffin, Secretary/Treasurer • [email protected]

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