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.
Put more simply: Our mission is to create a more compassionate world for animals while providing support for the most vulnerable.