Show Your Soft Side 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 toward animals is a strength, not a weakness, is one that, overnight, struck a chord with old and young alike. Today, Show Your Soft Side uses its reach and resources to build a better world for animals and, in the process, build better adults.