The appeal is part of Animal Planet's ROAR campaign and sees the channel match US donations dollar-for-dollar to support the American Humane Association’s Red Star Rescue teams...
The national animal welfare charity’s emergency action teams respond to animals in distress during tornadoes, wildfires, and hurricanes, as well as cruelty cases...
The charity’s volunteers have rescued and housed over 70,000 animals from dangerous situations in the last five years.
American Humane Association President Dr Robin Ganzert has expressed thanks for the support the charity is receiving.
"It is an opportunity to reach a wider audience about the lifesaving work our Red Star Rescue teams are doing for animals caught in disasters, natural and manmade...” he says.
A similar campaign in 2011 generated almost $60,000.
American Humane Association is the country's first national humane org and is dedicated to animals, offering shelter services as well as emergency rescue.
Animal Planet's ROAR initiative supports animal and environmental organisations seeking to improve the lives of pets and wild animals.
The campaign runs until October 31 with donations matched up to $120,000.