The National Disaster Search Dog Foundation is a non-profit, non-governmental organization that strengthens disaster response in America by training search dogs to find human survivors trapped in disasters. The idea driving this campaign is to portray the search dogs for what they truly are: American Heroes.

With no humans present in the print advertisements, the campaign depicts individual dogs with their collars ordained in numerous medals, sitting heroically in front of a patriotic background. The list shown on each advertisement features key foundation deployments. Each one of the celebrated dogs showcases the achievements of the foundation, and the importance to ensure it stays funded.