One Million Pets Campaign: Celebrating an Incredible Milestone
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This campaign ran on 4-5 October 2025. We are keeping this article as a record of the weekend and the thinking behind PetRescue's Love Knows No Breed work.
Why did we do this?
On 4-5 October 2025, people visiting PetRescue saw something unusual: the usual pet profile photos were temporarily replaced with close-up "snoot shots" that hid each pet's appearance.
The change was part of the Mars Global Pet Adoption Weekend in Australia. For that weekend, we encouraged people to look beyond appearance and get to know pets as individuals - their personality, needs, preferences and the kind of home where they might thrive.
Driving change with the Love Knows No Breed campaign
Have you ever felt judged for your looks? Misunderstood because of preconceptions about who you are based on the surface, not the inside?
Pets do too! It’s essential to look beyond their appearance when considering the type of pet that would suit your home, family, and lifestyle. Research has shown (find out more here) that breed is not a reliable indicator of behaviour, care requirements or suitability to your family and lifestyle. What really counts is considering an individual pet’s personality, preferences, likes, and dislikes.
We love celebrating the bond between people and pets, a bond that feels extra special when people find love with a pet they didn’t expect to connect with! The fab feline who has slotted perfectly into your heart and home, even though you thought you were looking for a dog. Or the big boofy dog who turned out to be a much better snuggle buddy than the pint-sized pooch you had in mind. These moments, when a pet and a person find each other in the most unexpected way, remind us why looking past appearances is so important.
Whether you’re a first-time adopter or a seasoned pet guardian, this weekend is the perfect chance to meet pets in a new way. Let yourself be surprised. Be open to finding a companion you didn’t expect. Because sometimes your true soulmate doesn’t come in the package you imagined!
Meet the pets waiting for homes this weekend and let their personalities shine! Who knows? You might discover a companion you didn’t even know you were looking for.
About the 2025 Mars Global Adoption Weekend
As loneliness touches more Australians than ever, the simple joy of pet companionship is life-changing - 88% of Aussie pet owners say their furry friend has improved their mental health and wellbeing.
We know pets and people are better together – that’s why Mars and Pedigree have joined forces with PetRescue member, Lort Smith Animal Hospitals’ Adoption Centre, to celebrate Mars Global Adoption Weekend.
Mars and Pedigree will be covering 50% of adoptions from the Lort Smith Adoption Centre this Saturday 4th October and Sunday 5th October, helping more Aussies experience the unconditional love and support only a pet can bring.
