North Shore Animal League, Magnify Bow Pet Video Project | Adweek
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North Shore Animal League, Magnify Bow Pet Video Project

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North Shore Animal League America (NSALA) has selected Magnify.net to build and power its new video curation channel for its newly launched Web site: www.animalleague.org.

"We know that pet owners connect with us and our mission through the Web. We wanted to offer a robust video collection that could provide information, pet owner education, and enjoyment for pet owners and prospective adopters," said J. John Stevenson, president of the North Shore Animal League, the world's largest no-kill animal rescue and adoption organization.

As more people shift their video viewing online, the Animal League sees Web clips as another way to connect with owners. The project celebrates the special relationship between people and pets and shares the mission of saving the lives of shelter animals and finding them loving, permanent homes. (The Animal League has done so for almost 1,000,000 animals to date).

"It's exciting to think about the impact this site can have on the lives of pet lovers, pet owners and animals" said Magnify CEO Steven Rosenbaum. "We believe in the power of the human, pet bond."

NSALA's AnimalLeaguetv video portal is sponsored by Purina One and will include a wide array of content -- including video created by the Animal League, video submitted by site visitors, and animal-oriented video gathered and curated from across the Web.

"We knew that our visitors and members wanted to share their stories with us, and mixing professional video with user-contributed and web curated content was something that Magnify.net does with elegance and scale." said Scott Makufka, Web marketing director for NSALA.