The TODAY Show’s Natalie Morales Films Pet Adoption PSA

The TODAY Show‘s Natalie Morales is helping to create a brighter tomorrow for homeless animals thanks to a new PSA.

Among the Ad Council’s 50 national campaigns, the news anchor chose to shine a spotlight on a social issue that’s close to her heart for her “TODAY Takes Action” ad– the option of shelter adoption.

A proud pet parent to Zara, who became a member of the Morales family following a pet adoption segment on the NBC morning show in April 2011, the news correspondent stepped in front of the camera with her canine companion for an ad for The Shelter Pet Project, which was developed in partnership with The Humane Society of the United States and Maddie’s Fund®. The Shelter Pet Project is the first national PSA campaign that brings together the largest animal welfare organizations and shelters across the country to promote the adoption of shelter pets nationwide.

Fans of Fidos and felines can view the ad (which features animal-loving actress Jenna Elfman as the voice of Zara), then watch the progression of the PSA, which was created pro bono by Chicago ad agency Draftcb, from concept to completion in the clip below. For news regarding the ” TODAY Takes Action” series– which includes Matt Lauer’s ad on father involvement, Savannah Guthrie highlighting hunger prevention and Al Roker promoting emergency preparedness– use the hashtag #TODAYTakesAction on Twitter.

For more information regarding The Shelter Pet Project:

Photo Credit: PRNewsFoto/The Ad Council

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About Grace Sydney

Grace Sydney is the Assistant Editor of and, covering celebrity-related rescue news. She operates the @HollywoodDogs Twitter account sharing information on celebrity fundraising for rescues and shelters.