The air in Bridgetowne on September 28, 2025, wasn’t just filled with the crispness of an early morning run; it was buzzing with an electric, four-legged energy. More than 1,000 participants—both human and canine—gathered for the 10th Anniversary Animal Kingdom Foundation (AKF) Run Fur Life, a signature event celebrating the unique, joyful bond between pets and pet parents, all while raising vital funds for homeless shelter animals.
This year, the Run Fur Life event kicked off the Philippines’ participation in the second annual Mars Global Adoption Weekend (GAW), a worldwide initiative by the leading pet care company (behind trusted brands like PEDIGREE®, ROYAL CANIN®, WHISKAS®, and CESAR®) to tackle pet homelessness and shine a light on the profound impact pets have on mental wellbeing.
The whole event was a living testament to the powerful truth that pets and people are better together.
The Face of Hope: BB the Celebrity Advocate
If you needed a mascot for the cause, you couldn’t do better than BB. This celebrity tripaw’d dog, rescued by AKF volunteers, served as the furry face of the run. BB’s story is a shining example of the benefits of adopting shelter dogs, reinforcing Mars’ core message: adopting a shelter pet truly transforms two lives—the animal’s and the adopter’s.
And the transformation is real. A recent Mars and CALM PAWS Survey revealed that a striking 83% of people worldwide say their pet has improved their mental wellbeing.
A Backgrounder on Programs That Change Lives
Mars has spent over 30 years building trusted partnerships in the Philippines, driven by the belief that every pet deserves a loving home. While shelter adoptions in the country currently remain in the low single digits, the impact of each adoption is profound.
To move the needle, Mars and AKF have spearheaded key initiatives designed to connect future pet parents with animals in need, making the adoption journey accessible and successful. These two key programs/initiatives are central to their mission:
- The WeR4HappyTails.com Portal: In partnership with AKF, Mars co-developed this essential online portal. As Atty. Heidi Marquez-Caguioa, Program Director of AKF, explains, the site connects future pet parents with adoptable cats and dogs from partner shelters. More than just a directory, it also educates families on responsible pet ownership, helping them find the furry companions who will truly change their lives forever.
- The #TwoLivesChanged Meal Campaign: Recognizing the ongoing needs of shelter partners, Mars Philippines is championing adoption by donating over 30,000 daily pet meals. Furthermore, throughout October 2025, the public can easily contribute: Mars will donate additional meals for shelter pets with every purchase of PEDIGREE® and WHISKAS® products made in their official stores on Shopee, Lazada, and TikTok.
“Adopting a shelter pet changes two lives. It’s not only the pet’s life that is transformed, but the human’s as well,” shares Ms. Deng Osite, Sales Director of Mars Petcare Philippines, underscoring the philosophy behind the campaign.
The Power of the Pet-Parent Bond
The success of the Run Fur Life and the Global Adoption Weekend partnership is a powerful, trend-setting example. It acknowledges the changing dynamics of family life, especially among the younger generation: research shows that 49% of Gen Z dog owners and 42% of young cat owners in the Philippines consider their pets the most important part of their lives.
Mars and AKF are doing more than just raising funds; they are transforming the perception of shelter adoption, one happy tail at a time. This collaboration ensures that more lives, both human and animal, are changed for the better, making it the perfect moment to take that step and welcome a new companion into your home to get #TwoLivesChanged.
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