About the Campaign:
Show Your Soft Side (SYSS) is a public service campaign that was created to change the mindset of young people who all-to-often view the maiming and torturing of defenseless cats and dogs as a sign of “toughness” or “manhood.”
The campaign’s message that compassion towards animals is a sign of strength, not weakness, is one that, overnight, struck a nerve with old and young alike.
Today, Show Your Soft Side, Inc. uses its reach and resources to build a better world for animals and, in doing so, build better adults.
How it Started:
The Show Your Soft Side campaign was borne out of a single moment of anger.
In late 2010, Baltimore was beset by one horrific case of animal abuse after another. A nursing cat was set on fire by two 13-year-olds, a gang of kids clubbed a young puppy to death in a public park, and two teens were charged with dousing a dog, later named Phoenix, in kerosene and then setting her on fire. Those hideous events turned out to be a defining moment for three women and one talented photographer in Baltimore, and Show Your Soft Side was born.
Originally envisioned to be a few posters in City schools, the campaign captured the attention of the media and was soon being shared in households from Baltimore to Brazil, and beyond. Incorporated as a non-profit in 2013, SYSS is run entirely by volunteers with the goal of ending animal abuse before it starts and generating support for the world’s animal rescue community.