“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 a hundred athlete, rocker
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 approximately 1.3 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
2011 Originally intended to be a few posters in city schools, the campaign resonates with old and young alike and is picked up by media outlets 2017 around the world. and Beyond: We’re working toward the day 2015 when we have role Brent Smith models in every of Shinedown field advocating for becomes the the compassionate 100th official treatment of “Softie” and the animals and 2013 campaign is that message is In order to 2016 featured at the The tables have engrained in every extend its reach, Association of turned with classroom and we incorporated 2014 Prosecuting sports agents school across 2012 as a 501c3 and The campaign Attorney’s annual and players the country. Although it are run entirely introduces its conference as a now asking to began with three by volunteers. first female tool for combatting participate in Baltimore-based “Softie” and animal abuse. the campaign. athletes, we by year’s end, soon welcomed Hollywood also New “Softies” national names joins the team are coming on such as Tommy Lee in the form of board on average of Motley Crue award-winning two per month. and spoken word actress, artist, Henry Rollins. Kaley Cuoco. The campaign 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 Brandon Williams Baseball MMA Brent Smith, Shinedown Torrey Smith Ryan Jensen Matt Wieters Jon Bones Jones Tommy Lee, Motley Crue Justin Pugh Lawrence Guy Chris Tillman John Rallo Lzzy Hale, Halestorm Mark Herzlich Jeremy Zuttah Manny Machado Steve Whiteman, KIX Todd Herremans Matt Elam Ian Desmond Lacrosse John Allen, Arthur Jones Alex Lewis Buck Showalter Paul Rabil Charm City Devils Andre Williams Chris Moore Pudge Rodriguez Kevin Crowley Henry Rollins Courtney Upshaw Ronnie Stanley Nokio, Dru Hill Prince Amukamara Carl Davis Hockey Soccer Sin Quirin, Ministry Carson Tinker Gerrard Sheppard Karl Alzner Tesho Akindele Demetrius McCray Jarret Johnson John Carlson TV & Radio Tyrone Crawfod Brendon Ayanbadejo Bernie Parent Indycar Driver Kaley Cuoco Zack Martin Vince Papale Nick Grossman Josef Newgarden Rebecca Corry Datone Jones Braydon Coburn Qadry Ismail Sam Martin Nick Schultz Boomer Esiason Terrell Watson Derian Hatcher Brian Baldinger Morgan Cox Riley Cote “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 vitaminisgood.com The Huffington Post Baltimore Athletes ‘show their soft side’ Alaz Approves: Show Your Soft Side Here’s a lot of Beefcake in the to Stop Animal Cruelty (1/6/14) Name of Being Kind to Animals (9/26/11) (6/2/14) Huffington Post Huffington Post Why this Baltimore Cop is Posing Mashable.com Professional Athletes Show Their Soft for Pictures with Adorable Kittens Hunks and Pups Campaign Sides For Animals (3/4/14) Will Give You Paws (9/30/11) (6/4/14) Good Morning America Huffington Post Real Men Cuddle Pets Dogster Show Your Soft Side Animal Campaign (3/5/14) “Show Your Soft Side” Pairs Features Burly Baltimore Celebrities Celebrity Tough Guys with Dogs (6/19/12) Fox News to Prevent Animal Cruelty City Police Officer becomes (8/28/14) Examiner.com Internet Sensation Baltimore Raven Torrey Smith is in (3/5/14) American Dog the Show Your Soft Side Campaign Show Your Soft Side: The Feel Good (2/2/13) BuzzFeed Campaign That Grew Out Of Anger The Internet Has Fallen in Love Winter 2014 Burlington County Times with a Hunky Cop Who Rescues Cats Philly Shows Its Soft Side (3/5/14) CBS Local (4/30/13) Dallas Cowboys Raise Awareness Closeronline.co.uk to Fight Animal Cruelty dailymail.com.uk Handsome AND he rescues kittens: (2/12/16) Baltimore police officer ends up could this police office be the most adopting ‘vicious’ pit bull … after it eligible bachelor in the world Baltimore magazine licked him and jumped in his cruiser (3/6/14) Gentlemen Prefer Dogs (8/14/13) (5/16) The Baltimore Sun BMoreGood.net Animal-rescuing cop becomes Officer Brings Love for Animals Home Baltimore’s top eligible bachelor (8/29/13) (3/6/14) lovemeow.com NBC News Baltimore Police Officer Protects And Baltimore Copy Saves Stray Kitten, Serves Both Two Legs And Four Paws Woos the Internet (11/30/13) (3/29/14) Contacts Sande Riesett, Top Dog • [email protected] Caroline Griffin, Legal Beagle • [email protected] Lori Smyth, Promotions & Celebrity Cat • [email protected]
Website: Showyoursoftside.org Facebook: Facebook.com/showyoursoftside Instagram: Showyoursoftside Twitter: SoftSide 1