City launches new public initiative to promote the responsible adoption of shelter animals.
Rome has intensified its commitment to animal welfare through a series of public awareness campaigns designed to find forever homes for dogs and cats housed in municipal shelters.
Central to this strategy is the Prossima fermata, casa (Next Stop, Home) initiative, a new collaboration with the city’s public transport provider, ATAC.
This campaign utilises digital displays at bus stops and information on travel tickets to reach the thousands of residents who navigate the capital daily.
By incorporating QR codes into these advertisements, the city provides an immediate link to the profiles of animals awaiting adoption at the Muratella and Ponte Marconi kennels.
Troviamo una casa per ogni animale che aspetta ancora la sua famiglia.
Con la campagna “Prossima fermata, casa” vogliamo ricordare quanto siano importanti le adozioni responsabili e offrire una nuova possibilità ai tanti cani e gatti ospitati nelle strutture comunali! pic.twitter.com/HAXkMyPd1B
— Roma (@Roma) March 15, 2026
“I want to heartily thank Mayor Roberto Gualtieri and ATAC for their availability and collaboration” – Patrizia Prestipino, the city’s guarantor for the protection and welfare of animals, stated – “Adopting is a beautiful act of love, and many dogs and cats in Rome are eager to begin a new journey with the next stop, finally, home.”
Other adoption campaigns
This transport-based initiative builds upon the success of previous unconventional outreach methods, such as the partnership with Centrale del Latte di Roma.
That campaign saw adoption appeals and QR codes printed on more than three million milk cartons, ensuring the message reached Romans in the comfort of their own homes.
By diversifying the platforms through which these appeals are made, the city adminstration aims to bridge the emotional gap for citizens who may find the prospect of visiting a physical kennel daunting.
These efforts are further supported by events such as the ‘Il canile va in città’ (The Kennel Goes to Town) dog parades. During these gatherings at public parks, residents can meet shelter animals in a relaxed environment, while also benefiting from free microchipping and registration services for their existing pets.
Pet hospital
Rome is also investing in long-term infrastructure to improve the lives of its four-legged residents. Construction recently commenced on Italy’s first public veterinary hospital, a multi-million euro project situated within the Muratella kennel grounds.
The medical facilities will be used primarily for the care of the many dogs and cats in the capital’s care before it seeks to rehome the animals.
The hospital’s services will also be available to low-income Rome citizens, “starting with those who adopt animals through municipal kennels and cat shelters”, Gualtieri said.
Photo Shutterstock
