The American Pet Products Manufacturers Association (Greenwich, Conn.), the Pet Industry Distributors Association (Bel Air, Md.) and H.H. Backer Associates Inc. (Chicago) are teaming up to expand the nationwide Pets Add Life public service announcement program, delivering a common message about the benefits of pet ownership as well as the responsibilities of owning a pet.

Although the pet industry has experienced tremendous growth in the last decade, its continued growth is not assured, said Steve King, executive vice president of PIDA, during a press conference in conjunction with H.H. Backer’s 41st Annual Pet Industry Christmas Trade Show in Rosemont, Ill., in October. In fact, the percentage of pet-owning households in the United States is reaching a plateau at a time when one-third of all households do not own pets.

“We decided to move the pet ownership needle on the gauge,” King said.

The campaign, launched two years ago by APPMA, consists of three feel-good TV spots that have been distributed to 400 TV stations in major markets across the country, according to Bob Vetere, president of APPMA.

However, with added support from PIDA and H.H. Backer, APPMA plans to produce additional spots focusing on different types of pets, Vetere said.

Campaign organizers also plan to develop brochures, posters and other materials for retail use.

“It’s a way for the pet industry to be proactive and get young people interested in owning pets to protect our future—they are our future customers,” Vetere added.