A national study shows most pet owners don’t know “chip” about microchips – Michelson Found Animals launches new campaign to change that

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Man on the Street Video by Michelson Found Animals (Video: Business Wire)

LOS ANGELES--()--The Michelson Found Animals Foundation, a non-profit organization with the first free-for-life microchip registry, is proud to launch a national awareness campaign, We Call #Bullchip. This cheeky, yet educational campaign aims to clear up the misconceptions around microchips and offers a newly designed, user-friendly, free online registry at found.org dedicated to getting lost pets home to their people.

There are 97.3 million pet-owning (dog or cat) households in the United States*, and according to a recent Michelson Found Animals survey, less than half of dogs and cats owned are microchipped, that’s #bullchip.

“Anyone involved in microchipping, be it veterinarians, shelters, even pet owners, can all agree that up until this point, the system has not been efficient,” said Dr. Gary Michelson, Founder of Michelson Found Animals. “We’re taking the lead in making it better, because it’s the best chance we have at getting lost pets home.”

The breakthrough campaign sets out to educate pet owners on the importance of microchipping and the truth behind how it all works. For example, contrary to what many consumers think, a pet’s microchip doesn’t track a pet like a GPS device, and doesn’t even store pet owner’s contact info. In fact, a recent nationwide survey of U.S. pet owners, conducted by the non-profit organization, revealed that 57 percent of pet owners don’t actually know how a microchip works.

Microchips are the only permanent form of identification for pets when they’re used properly, but it’s not enough to get a pet microchipped; owners also have to register the chip. Many pet owners don’t realize that a chip only contains a unique number – like a pet’s social security number. When scanned by a shelter, veterinarian or animal control, that microchip number is used to look up a pet owner’s contact info in a registry so they can attempt to get the pets home where they belong.

The truth is, microchips are useless unless contact information has been registered in a database and is kept up to date. According to the survey, the top reasons pet owners don’t do this are because they didn’t realize registration was needed or they don’t want to pay fees to either register their pets or update information. Enter the Michelson Found Animals new public awareness campaign and free-for-life registry, found.org.

“We’re stepping up and putting a fun, edgy face on what is clearly a misunderstood and overly complicated subject for pet owners,” said Aimee Gilbreath, Executive Director of Michelson Found Animals. “This campaign, calling ‘Bullchip’ on the notion that microchips work like a GPS and other mistaken beliefs, is meant to grab attention and with a witty play on words. We want all pet owners to understand they need to attach contact information to their pet’s microchip and that our registry makes it easy, and most importantly, free to do so.”

The We Call #Bullchip awareness campaign consists of a brand new, free microchip registry, an engaging social media campaign, including entertaining videos and a microchip quiz, where pet owners can test their knowledge, i.e. their #Bullchip factor.

The newly redesigned microchip registry, found.org, will enhance the registration experience and make it easier to manage a pet’s information to facilitate returning more pets to their homes should they ever go missing and are found. The Michelson Found Animals Registry is always free to register, free to use and free to update. By contrast, many registries claim to be free but often charge for updates and transfers. The new found.org also offers real-time notifications for pet owners and allows them to manage multiple pets from a single account.

“On behalf of pet owners who are charged fees by for-profit microchip registries – we’re calling #Bullchip,” said Gilbreath. “The fact that fees deter pet owners from registering or maintaining up-to-date contact information is a huge concern for us, since our registry is always free.”

To learn more and join the #Bullchip mission, visit found.org/bullchip.

*According to 2015/2016 APPA National Pet Owners Survey

About Michelson Found Animals:

The Michelson Found Animals Foundation is a non-profit supporting pet-owners and animal welfare organizations; our mission is Saving Pets, Enriching Lives. After celebrating a decade of service to animals, we continue to grow as we find new and innovative ways to help pets and the people who care for them. In addition to creating the first free microchip registry, we now have our own adoption centers, research next generation spay/neuter technology, and sell affordable high quality products—all in the service of pets. Our unique perspective into all aspects of animal welfare allows us to better support pet owners and pet professionals alike. All of this is possible thanks to generous funding from Dr. Gary Michelson and Alya Michelson.

See how we’re using our brains and expertise to obtain real, sustainable results at foundanimals.org. To learn more about our free microchip registry, and the many innovative tools that are making it easier to connect lost pets to their people, check out found.org. Our spay/neuter technology research is at michelsonprizeandgrants.org. And to find out more about our Michelson Found Animals Adopt & Shop locations, where all profits go back to caring for our adoptable pets, take a look at adoptandshop.org.

Join the conversation! #FoundAnimals
Facebook: http://www.facebook.com/foundanimals
Twitter: http://www.twitter.com/foundanimals
Instagram: http://www.instagram.com/foundanimals
YouTube: http://www.youtube.com/foundanimals


The Impetus Agency
Jamie Baxter, 775-322-4022


The Impetus Agency
Jamie Baxter, 775-322-4022