New Television Spot on Service Dogs, PTSD to Air


Paws & Effect - PSA 6 - "Home" from The Woods on Vimeo

A new Paws & Effect television spot will be aired by KCCI-TV in time for Veterans Day. The 30-second message, titled "Home," demonstrates how a psychiatric service dog helps his military-veteran handler navigate life with Post-Traumatic Stress Disorder (P.T.S.D.).

The message opens with footage of Iowa National Guard's 34th Infantry "Red Bull" Division citizen-soldiers, returning from Afghanistan in 2011.

As part of the Central Iowa television station's public-service programming, the video clip will air on channels 8.1 and 8.2 starting Sat., Nov. 1. Beginning Nov. 22, the video will also be shown to "Hunger Games: Mockingjay" movie audiences at Century 20 Jordan Creek theater, West Des Moines.

The video can also be viewed on-line via Vimeo at link here, and above in this post.

Established in 2006, the Des Moines, Iowa-based Paws & Effect is a 501(c)(3) non-profit organization that raises, trains, and places service dogs with military veterans and children diagnosed with medical needs. The organization also trains therapy animals and hosts dog-agility events.

The non-profit has a history of engaging and educating its communities about service animal topics, including an award-winning series of five televised messages in 2011. All of television messages have been written and produced by Todd Cerveris of The Woods production company, New York City.

"This was by far the most challenging public service announcement we've made," says Paws & Effect Executive Director Nicole Shumate. "The first scene was filmed in Johnston, Iowa, at a homecoming ceremony for Iowa National Guard soldiers [...]. That moment, when troops are dismissed to see their family and friends, is incredibly emotional."

"Putting words to the experience of returning from combat, of explaining PTSD, it strained each of us personally and took a toll on our friendships," she says. "There is an honesty and integrity present here that reaches far beyond anything we have done before."