Purina and RedRover Launch Purple Leash Project



In honor of National Domestic Violence Awareness Month, Purina and RedRover are asking pet lovers to join the Purple Leash Project to help domestic violence survivors. 


The Purple Leash Project will address an issue faced by many domestic violence survivors with pets who have the will to leave but nowhere to go. According to Purina, only about 10 percent of domestic violence shelters in the United States allow pets, leaving some abuse victims with a decision to stay in abusive situations with their pets or leave their pets behind to face the abuser alone. As a result, nearly half of survivors choose to delay leaving if they can’t take their pets with them.


Purina committed more than $500,000 to create RedRover + Purina Purple Leash Project grants to fund pet-friendly renovations at domestic abuse shelters across the U.S. In addition to offering grant support for shelter upgrades, Purina and RedRover are providing trained volunteers to help with renovations, donating pet food, supplies and other resources for pet owners escaping abuse as well as advocating for change at a national level as part of the PAWS Act coalition, which aims to increase federal support for the cause.


As part of this national initiative, Purina and Emmy award-winning journalist Maria Menounos have teamed up to inspire people to take action for domestic violence victims and their pets.


“Nobody should have to choose between their own safety and the safety of their pets,” said Menounos. “I’ve long been an advocate for pets and share Purina’s belief that pets and people are better together. That’s why I am humbled to join the Purple Leash Project and lend my voice for those who are suffering in silence with their pets by their side.”


This October, as part of the Purple Leash Project, Purina and RedRover are asking pet lovers to join Menounos and others to use social media to advocate for change and “take the lead” for domestic violence survivors – which often includes pets.


To help raise awareness, pet owners can: 

  • Snap a picture while walking your pet

  • Share it on Facebook or Instagram using hashtag #PurpleLeashProject

  • Challenge (tag) three friends to do the same


“Domestic violence and its impact on the daily lives of our friends, neighbors and their pets is a social issue, and we’re asking fellow pet lovers and survivor advocates to lend their voices on social media to help drive awareness and advocate for change,” said Nina Leigh Krueger, president of Purina. “Purina has a longstanding commitment to the health and wellness of pets, and our advocacy for domestic violence victims with pets extends our efforts beyond the food bowl as we work to help ensure that every pet has a long, healthy life in a loving home.”


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