You know how when you hear about something for the first time, it seems to pop up on your radar repeatedly after the fact? When it’s a good idea—such as talented photographers helping shelter dogs get adopted—the repetition is a source of satisfaction.
Last year, I wrote about HeARTs Speak , a coalition of professional photographers shooting adorable (and hopefully irresistible) portraits. Recently, I learned about an initiative called Pics of the Litter , which takes the idea one step further by incorporating a grooming session before a photo shoot in a swanky studio, then launching the pups into the webisphere with a slick, engaging campaign.
As part of its philanthropy and community service effort, The Brighton Agency , a marketing, advertising and public relations firm in St. Louis, Mo., teamed up with the Animal Protective Association of Missouri  and photographer Lynn Terry  to capture the je ne sais quoi of the 15 dogs who’ve been in the shelter longest and are having the hardest time getting adopted. (Read: Several are Pit Bulls or Pit Bull mixes or black.) Chris Lee of A Walk in the Park  Pet Spa and Boutique donated his grooming skills using tools donated by St. Louis-based FURminator .
The project was launched ion Valentine's Day and already, 11 of 15 of the dogs have found homes. I gotta believe (and pray) that Marco , Peanut , Chunk  and Willow  won’t have to wait much longer. It’s a lot of effort for 15 dogs but a great example of what can be accomplished when creative, passionate people commit themselves to do good.
What's next? "We’re staying focused on finding homes for the site’s current dogs for now, but the response from the community so far has been tremendous," says Jazzy Loyal, a PR account executive at Brighton. "We can’t be sure yet where this project will go, but the agency will absolutely continue supporting local pets and shelters. We’ve had so much fun working with these great dogs and watching them find their families."
Check out the video story: