Project Description

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Show Your Soft Side

About Show Your Soft Side

Show Your Soft Side is a public service campaign that was created to change the mindset of young people who all-too-often view the maiming and torturing of defenseless cats and dogs as a sign of “toughness” or “manhood.” The campaign’s message that compassion towards animals is a sign of strength, not weakness, is one that, overnight, struck a nerve with old and young alike. Today, Show Your Soft Side, Inc. uses its reach and resources to build a better world for animals and, in doing so, build better adults.

COSTA SPORTS MKTG + ADVERTISING worked with Show Your Soft Side and the Dallas Companion Animal Project by coordinating athletes and sports media personalities, obtaining studio space, and scheduling a shoot to bring DFW sports celebrities into the campaign.


“When we made the decision to expand the SYSS campaign into Dallas, we knew its success would depend on having strong partners on the ground. We’ve been extremely fortunate to have Costa Sports Marketing take on that role and we couldn’t have asked for a better company to be aligned with. Their knowledge and reputation in the market, combined with their innovative marketing ideas has opened doors we didn’t even know existed.”


Official Softies Photos

Show Your Soft Side Official Softies Photos; Photography by Leo Howard Lubow

Photos from the Shoot

Photos from the Show Your Soft Side Shoot at FOX Sports Southwest

For more information about Show Your Soft Side, please visit