With new leadership came refined focus. Nicole Forsyth was hired as President and CEO and brought the vision of preventing animal abuse by building and fostering empathy and compassion for animals in younger generations.
Helping animals in immediate crisis, such as those displaced by natural disasters, has been a mainstay of the organization and continues today. However, campaigns such as the Zig Zag Memorial Reward Fund, Premarin Awareness Campaign, My Dog is Cool Campaign, and Hogwash Award were discontinued over time while the organization expanded proactive efforts to create lasting positive change.