Purina's Pro Plan Veterinary brand is inviting pet owners to submit messages of appreciation for their veterinarians at Thanks.ProPlanVet.com through May 31, in recognition of World Veterinary Day on April 25.
From April 15 through May 31, Pro Plan Veterinary will donate $1 to nonprofit partners — up to $50,000 — for each message submitted. Funds will be split equally among organizations in the Pro Plan Veterinary Support Mission, a program launched in 2024 that has provided more than $3.5 million in funding to organizations addressing challenges in the veterinary industry. Pet owners can also nominate a veterinary clinic for a chance to win a $10,000 donation.
"As a veterinarian, I know firsthand that we give our all to our patients, every day, in everything we do," said Callie Harris, DVM, Pro Plan Veterinary. "This World Vet Day, Pro Plan Veterinary wants to recognize the impact veterinarians have and help make it easy for pet owners to share their appreciation too."
According to Purina, a recent survey found that while 94% of animal owners say they appreciate veterinarians, only 49% of veterinary professionals feel their work is appreciated. Research also indicates that 74% of veterinarians report experiencing medium or high burnout, and 61% report high levels of exhaustion, compared with 32% of the general U.S. population.
The Pro Plan Veterinary Support Mission addresses several challenges facing the profession, including mental health support through a partnership with the Veterinary Hope Foundation; financial assistance for clients who cannot afford life-saving care through the American Veterinary Medical Foundation (AVMF) REACH Program™ and Paisley Paws; and access to expert care for behavioral cases through Ease Pet Vet.
"As veterinarians, we see pet owners through the best and worst times with their pets, and that takes an emotional toll — on them and on us," Harris said. "Pro Plan Veterinary understands the stress and challenges this profession faces. That's why the Pro Plan Vet Support Mission exists: to help alleviate the strain so we as veterinarians can continue fulfilling our calling to care."
For full campaign rules and to submit a message, visit Thanks.ProPlanVet.com.
