Only a punk would hurt a cat or dog.

About Us

Show Your Soft Side is a public service campaign that was created to change the mindset of young people who all-too-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

Most marketing campaigns come out of weeks, months or sometimes years of strategizing, planning and testing. Not so with the Show Your Soft Side campaign – it 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.


We are very grateful to have the support of such a stellar list of animal-loving companies. Since launching the campaign, we’ve gotten to know each one personally and can confirm they’ve all got paw prints on their hearts.


Kirk Designs Inc.


Eddie’s of Roland Park


Pet Valu


Brick Bodies


Full Moon Marketing & Events


Media Works Ltd.


Dyer Kronenberger & Hobson Group


Social Boss


Knock Out Fitness

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Gary Bozel & Associates


Jimmy’s Famous Seafood

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Tito’s Vodka


LGC Sports Marketing

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Downtown Dog Resort

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Astrachan Gunst Thomas


Ravens vs Raiders Tailgate With Bmore Around Town
Ravens vs Raiders Tailgate With Bmore Around Town
  • 02 Oct
  • 09:00:00
  • Purple Tail Zone, 700 W. Ostend Street, Baltimore, MD 21230

Join us Sunday, October 2 for the Bmore Around Town Tailgate to benefit Show Your Soft Side.  As you probably already know, Baltimore leads the league in Big Softies and that day, they’ll be taking on Oakland who

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Jimmy’s “Welcome to Maryland, Rookie” Crab Feast
Jimmy’s “Welcome to Maryland, Rookie” Crab Feast
  • 17 June
  • 19:00:00
  • Jimmy's Famous Seafood

How many softies did Baltimore get in the draft? You’ll find out on June 17 as Jimmy’s Famous Seafood rolls out the red carpet complete with hot crabs and cold beer to welcome the new class of rookies to Bmore. And y

Pawject Runway
Pawject Runway
  • 13 May
  • 18:00:00
  • Royal Farms Arena

Pawject Runway is the hippest fashion show on four paws featuring a five-star line up of Softies modeling  adoptable cats and dogs from BARCS.  All monies raised go toward medical care for the homeless and abused anima

Help Tito’s & SYSS Stop Animal Abuse Before It Starts
Help Tito’s & SYSS Stop Animal Abuse Before It Starts
  • 01 Dec
  • 09:35:59

Animal abuse is a blight we can’t just legislate our way of – we have to change young minds. Your support will allow us to expand our reach to more communities across the country – and during the month

Softie Happy Hour at Jimmy’s
Softie Happy Hour at Jimmy’s
  • 29 Oct
  • 06:00:00
  • Jimmy's Famous Seafood

Talk about a “Happy Hour,” this one came complete with a full line-up of Big Softie bartenders (and yes, some were wearing purple), giveaways from the folks at Tito’s Vodka and one celebrity dawg.

Soft Side Night at Camden Yards
Soft Side Night at Camden Yards
  • 12 July
  • Camden Yards

When schedules allow, we hold a Soft Side Night at Camden Yards where our Softies show up in force to cheer on Dem Softie O’s.

BoWowZa Awards 2014
BoWowZa Awards 2014
  • 28 Jan
  • Cafe Hon in Hampden

An event we held to recognize and applaud the work of Baltimore’s rescue community.