Making the hidden fight of domestic abuse survivors and their pets visible

By Joe Toscano, Vice President, Trade & Industry Development at Purina

No one should have to choose between their own safety and the safety of their pet. But that is the reality for millions of domestic abuse survivors, nearly half of whom delay leaving because they can't take their pets with them.

That’s right. Just one in five domestic violence shelters accepts pets. And to ask a survivor to leave behind a beloved pet – who may very well be a primary source of companionship, unconditional love and strength – is too cruel a request.

The Purple Leash Project, an initiative led by Purina and our nonprofit partner, RedRover, was created to address this heartbreaking disparity, to help more domestic violence shelters become pet-friendly so that survivors with pets can escape abuse and heal together.

In just five years since the Purple Leash Project’s inception, the percentage of pet-friendly shelters across the country has more than doubled (from eight percent to nearly 20 percent today), and we’ve awarded 50 grants to shelters across the country to help them become pet-friendly. By the end of 2025, we want to help ensure that at least 25 percent of domestic violence shelters offer pet-friendly services. But our long-term goal to fundamentally change the landscape of domestic violence services for survivors with pets, so no survivor has to choose between their own safety and the safety of their pet, is far from complete.

Topics like domestic violence are often whispered behind closed doors, their hidden nature making it even more difficult for survivors to speak up and seek support. So when the Purple Leash Project was born, we sought to not only bring change but awareness – to cast a light where there is often darkness.

That’s why, earlier this year, we connected with actress, producer, advocate and founder of the Joyful Heart Foundation, Mariska Hargitay to unveil “Courageous Together,” a new statue by renowned “Fearless Girl” artist Kristen Visbal depicting a woman and her dog, connected by a purple leash and taking a courageous first step forward, together, as survivors leaving their abuser.

“Courageous Together” compels passersby to confront the harsh reality of domestic violence and the unique challenges survivors face when seeking safety for themselves and their pets. Since debuting in Times Square in May, the statue has begun its journey across the country, its poignant message and mission spreading far and wide.

But the powerful message we are sharing from Purina does not have to stop there. You as a retailer can play a role in helping it continue on so the fundamental change we envision becomes a reality. Purple Leash Project merchandising shipper units are available through your Purina sales rep. Your sales rep can also provide you with information on specially marked Purina products, donations, round-up programs and more. You can even explore if domestic violence shelters in your community are pet-friendly at DomesticShelters.org. We have seen many of our pet industry retail partners embrace the Purple Leash Project, for which we are deeply appreciative.

But perhaps you simply want to start today by learning more. You can find additional information about the Purple Leash Project and Purina's commitment to supporting survivors of domestic violence, as well as make a donation to the cause, at Purina.com/Together.