Shailene Woodley teams with Mars and Calm to spotlight pet adoption. Mars partners with Calm and Shailene Woodley to link pet adoption with mental wellbeing, adding adoption-fee support and free Calm memberships. There is a specific kind of calm that only pet people recognise: the quiet routine of feeding time, the grounding weight of a cat settling in, the way a dog forces you to go outside when your brain wants to spiral. That emotional reality is what Mars is tapping into with a new collaboration with Calm and actor Shailene Woodley, built around pet adoption and mental wellbeing. The company outlined the initiative in an official announcement on its newsroom. Mars and Calm are positioning adoption as "changing two lives", the pet's and the adopter's, ahead of Mars Global Adoption Weekend (October 3 to 5, 2025). The effort leans on a global survey commissioned by Mars and Calm that found 83% of pet owners say their pet has improved their mental wellbeing, and 73% say their pet encourages them to stop overthinking or worrying. Table of contents. Jump to each section: Why pet adoption stories resonate right now. Pet adoption content works because it is instantly human. It is not abstract "wellness" messaging. It is a before-and-after story people can picture: a shelter animal getting a home, and a person getting companionship, routine, and comfort. The campaign also arrives with a stark supply of stories waiting to happen. Mars cites an estimated 12 million dogs and 4 million cats in shelters across the globe, and separately notes around 16 million dogs and cats in shelters waiting to find a home. Either way, the scale makes the emotional framing feel less like branding and more like an urgent nudge toward action. This is the fandom element in pet culture: people who already have pets often treat the bond like an identity. They share "gotcha day" anniversaries, rescue origin stories, and daily rituals because the relationship is part of who they are. A campaign that validates that bond, and invites non-pet owners into it, has a built-in audience that wants to talk about it. What Mars and Calm are doing for Global Adoption Weekend. Mars is hosting its second annual Global Adoption Weekend across more than 20 countries, working with shelters and supporting prospective pet owners through partnerships, events, and volunteering. The tangible support details matter because they make the message testable in real life. Mars says it will: * Cover more than $185,000 in cat and dog adoption fees at partner shelters in 21 US cities during October 3 to 5, with the PEDIGREE Foundation covering an additional $25,000 in dog adoption fees * Support new pet owners in Poland with a six-month supply of pet food for cats and dogs adopted from partner shelters * Donate 33,000 meals for pets in partner shelters in the Philippines * Provide adoptive pet owners with three months of free Calm membership during October This blend of support is also a reminder that "adoption" is not just the moment someone signs papers. The first weeks can be stressful, expensive, and emotionally intense. Offering food, fee coverage, and a Calm membership implicitly acknowledges that the adoption journey includes both love and adjustment. How Shailene Woodley and Calm turn advocacy into content. Calm is folding the campaign into product experiences, not just awareness messaging. Woodley recorded a Sleep Story, Finding Four-Legged Friends, exclusively available on Calm, inspired by her experience welcoming pets into her life and stories of pets changing lives. Mars and Calm also describe this as Calm's first-ever pet-inspired content collection created in collaboration with Mars, featuring free-to-access content like meditations, breathing exercises, and soundscapes. That creative choice is important because it avoids the usual brand-celebrity trap of "famous face says a nice thing." Instead, it uses a format Calm users already understand as intimate and habitual. Sleep Stories are not meant to be scrolled past. They are meant to be lived with. Woodley's own framing reinforces the "two lives" line in a way that sounds like lived experience, not tagline: she describes how her rescue cats bring her peace when she is overwhelmed and remind her to slow down and live in the moment. What this means for marketers. The most effective part of this campaign is that it treats "mental wellbeing" as something people practise, not something they claim. * Put the feeling before the message. The campaign leads with a relatable emotional truth: pets help people feel calmer and less alone. The survey figures (83% improved wellbeing, 73% less overthinking) support that story without replacing it. * Make the action easy to imagine, not just easy to click. Adoption is a big decision. Covering adoption fees, offering food support, and providing a Calm membership are all ways to reduce the "what happens after day one?" anxiety. * Use content formats that match the audience's rituals. A Sleep Story is not just branded content. It is built for a nightly habit. That makes the collaboration feel native to Calm's world, while still serving Mars's adoption push. * Anchor purpose in operational detail. Listing concrete commitments (fee coverage amounts, meals donated, participating countries) makes the campaign legible and accountable. It also gives local communities specific reasons to participate during the weekend window. The broader signal here is that culture-first marketing does not have to mean meme-first marketing. Sometimes the "internet behaviour" is quieter: people sharing personal rescue stories, talking about anxiety, or seeking routines that help them regulate. Brands that can show they understand those real-life rhythms, and can support them with something practical, tend to earn more trust than campaigns that only ask people to "join the conversation". When a collaboration also fits naturally into an existing product habit, it stops feeling like a temporary stunt. It starts to feel like a story people can keep returning to, which is exactly what you want when the goal is not a one-time purchase, but a life change like adoption. 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Insulet partners with Calm to bring mindfulness and well-being tools to the diabetes community, featuring a new Sleep Story narrated by Lila Moss. * 1 hr ago Insulet Corporation (NASDAQ: PODD) (Insulet or the Company), the global leader in tubeless insulin pump technology with its Omnipod(R) brand of products, today announced a global partnership with Calm, a leading consumer mental health company, to provide emotional well-being resources for people living with diabetes, their caregivers, and healthcare professionals. The partnership launches Calm's first-ever integrated content partnership and collection with a MedTech company, introducing bespoke mindfulness content, The Mind in Range Collection. The collection includes short meditations, a breathing exercise, and a new Calm Sleep Story, designed specifically for the diabetes community. "The unmet needs and daily realities of people living with diabetes shape how we innovate and who we choose to partner with," said Manoj Raghunandanan, Chief Growth Officer at Insulet. "Living with this condition requires constant decisions, and over time that responsibility can create real stress and anxiety. Global data suggest that nearly 80% of people living with diabetes suffer burnout from the emotional strain and demands of daily management. We hold ourselves to a clear standard: do more for people while asking less of them. Partnering with Calm recognizes the emotional dimension of diabetes and expands the support we provide beyond physical outcomes." DCI speaks following the conviction of man who murdered 13-month-old baby Available on the Calm app and website beginning today, the collection features a suite of free-to-access mindfulness tools created for the diabetes community, which includes: * A Sleep Story narrated by Lila Moss, fashion model and Omnipod user living with type 1 diabetes. Lila shares a soothing narrative that helps listeners unwind and feel supported as they drift to sleep * A series of guided meditations to help manage stress and restore balance during moments of overwhelm * A breathing exercise designed to calm the mind and body, ideal for quick resets throughout the day Global research[3] from Insulet shows most people with diabetes want more holistic care - yet mental health needs remain overlooked. * 66% of people with diabetes and 46% of caregivers report poor-quality sleep driven by diabetes-related stress and anxiety * 62% of people with type 1 diabetes and 60% with type 2 diabetes say they want support that includes mental health and mindfulness * Among those using mindfulness tools, 39% report less stress and 33% less anxiety and fewer sleep problems Studies show that mindfulness-based stress reduction can meaningfully reduce stress for people with diabetes over time. Through this partnership, Insulet and Calm aim to normalize conversations around well-being and mental health in diabetes care and make mindfulness simple and accessible. "Mindfulness can play a powerful role in improving quality of life for people living with diabetes," said Dr. Chris Mosunic, Calm Chief Clinical Officer. "By combining Calm's expertise in this area with Insulet's leadership in diabetes technology, we're delivering tools and support that reduce cognitive burden and relieve emotional stress to improve mental wellness." This partnership reinforces Insulet's position as a brand that prioritizes whole-person care and empowers healthcare professionals with credible, evidence-based resources to support their patients' emotional well-being. The initiative will roll out globally with bespoke content available on the Calm and Calm Sleep apps and promoted across Omnipod and Calm channels throughout the year. To learn more and explore the free guided meditations, breathing exercise, and Lila Moss's new sleep story, visit the Omnipod x Calm page at omnipod.com/calm. [2] Putting wellbeing at the core of diabetes care, The Lancet Diabetes & Endocrinology, Volume 12, Issue 12, 865 [3] The Global survey results are based upon the responses of 9,656 workers and workers with type 1 or type 2 diabetes across more than 10 sectors in Germany, Netherlands, Saudi Arabia, Spain, Sweden, United Kingdom, United States, Denmark, Australia, Canada, and France. Censuswide conducted an online survey on behalf of Insulet between Sept. 11 and Sept. 29, 2025. Censuswide abides by and employs members of the Market Research Society and follows the MRS code of conduct and ESOMAR principles. Censuswide is also a member of the British Polling Council. (C) 2026 Insulet Corporation. Omnipod is a registered trademark of Insulet Corporation. All rights reserved. All other trademarks are the property of their respective owners. The use of third party trademarks does not constitute an endorsement or imply a relationship of other affiliation. About Insulet Corporation: Insulet Corporation (NASDAQ: PODD), headquartered in Massachusetts, is an innovative medical device company dedicated to simplifying life for people with diabetes and other conditions through its Omnipod product platform. The Omnipod Insulin Management System provides a unique alternative to traditional insulin delivery methods. With its simple, wearable design, the tubeless disposable Pod provides up to three days of non-stop insulin delivery, without the need to see or handle a needle. Insulet's flagship innovation, the Omnipod 5 Automated Insulin Delivery System, integrates with a continuous glucose monitor to manage blood sugar with no multiple daily injections, zero fingersticks, and can be controlled by a compatible personal smartphone in the U.S. or by the Omnipod 5 Controller. Insulet also leverages the unique design of its Pod by tailoring its Omnipod technology platform for the delivery of non-insulin subcutaneous drugs across other therapeutic areas. For more information, visit: insulet.com and omnipod.com. About Calm: Calm is a leading consumer mental health company on a mission to support everyone on every step of their mental health journey. Known for its flagship consumer app - ranked #1 in its category with over 180 million downloads and availability in 10 languages across nearly 190 countries - Calm helps people sleep better, stress less, and live more mindfully through content and resources from experts and beloved celebrity voices. Building on this foundation, Calm has created a broader portfolio including evidence-based solutions like Calm Health, which is offered through employers, health plans and providers and designed to expand access to mental health and sleep support, boost benefits engagement, and drive positive health outcomes. Today, Calm supports more than 100K organizations and reaches over 39 million covered lives through Calm Health. Calm has been recognized as a TIME100 Most Influential Company and one of Fast Company's Brands That Matter. Learn more at calm.com. Media gallery