“Pets Are Survivors, Too” － Interviewing PLP Team Members

By Sheri Madsen, Director of PR and Partnerships –

In 2019, RedRover and Purina created the Purple Leash Project to help increase the number of pet housing programs in domestic violence shelters nationwide, and spread awareness about this vital issue. Sheri Madsen, RedRover Director of PR and Partnerships, sat down with PLP colleague Noa Hefer, Manager, Brand Marketing and Purple Leash Project Lead at Purina to discuss how both organizations’ values aligned to collaborate on such an impactful project.

Q: Who or what inspired you to do work supporting animals and pet families?

A: What truly galvanized me was learning the data around domestic violence and pets:

More than 70 percent of women in domestic violence shelters report that their abuser threatened, injured, or even killed a pet as a means of control, and nearly half delay leaving because they cannot bring their pets with them. Those statistics are devastating, but they reveal something powerful about the depth of the human-animal bond.

We often talk about survivors of abuse in terms of people, but pets are survivors, too. They experience trauma, fear and instability alongside their human family members. For many individuals escaping abuse, a pet may be their most consistent source of unconditional love and emotional support, and the thought of leaving that companion behind can feel impossible.

Understanding both the vulnerability and the healing power of pets during times of trauma made it clear to me that supporting pet families is about more than animal welfare. It is about safety, dignity, and making sure no one has to choose between protecting themselves and protecting a beloved member of their family.

<< Save the Date: our BIG Day of Giving is May 7! But don't wait – you can be one of the first to help us toward our $30,000 goal to support pet families in need. Early giving starts April 23! >>

Q: Which animal in your life embodies our belief that pets are family?

A: My black Labrador Retriever, Checkers.

Through Purina, I became involved with Duo Dogs, a nonprofit that trains and places service dogs, and volunteered as a Puppy Raiser to foster a future service dog and support her early socialization and training. While Checkers ultimately didn’t pass the program’s final requirements, that unexpected turn became a gift for our family. We adopted her, and she has been ours ever since.

Checkers truly embodies the idea that pets are family. She brings unconditional love and steady joy into our home, greeting us each day with boundless enthusiasm and reminding us to slow down and be present. She draws us together for walks, outdoor time and simple shared moments that strengthen our connection. Caring for her reinforces responsibility, patience and teamwork, and her quiet companionship provides comfort on even the busiest days.

She even comes to work with me, extending that sense of warmth and connection beyond our home. Whether at the office or on the couch at the end of the day, Checkers is a constant reminder of the powerful bond between people and pets and how deeply a dog can enrich family life.

Q: What piece of the Purple Leash Project resonates with you the most?

A: What resonates most with me is the tangible impact.

Through our Purple Leash Project grants, we’ve helped increase the number of pet-friendly domestic violence shelters across the country, removing one of the biggest barriers survivors face when seeking safety. That kind of systemic change is critical.

I am also incredibly proud of the hands-on work we have done to bring that commitment to life. Through shelter builds and renovations in places like Lydia’s House in Missouri, Safe Voices in Maine, SPAN in Colorado, and YWCA Greater Cincinnati, our associates have dedicated more than 2,000 volunteer hours to help transform spaces into safe, pet-friendly havens. That combination of financial support and boots-on-the-ground action reflects our values in a very real way and demonstrates our dedication to protecting the human-pet bond.