Invisible Fence® Brand Celebrates 20 Years of Project Breathe™ with Nationwide Pet Oxygen Mask Donations

The pet safety brand is bringing its lifesaving program back to communities across the U.S. and Canada, providing fire departments and eligible first responder organizations with free pet oxygen mask kits this October for National Fire Prevention Month and beyond

KNOXVILLE, Tenn., Sept. 30, 2026 /PRNewswire/ -- Invisible Fence® Brand, the nation's most trusted name in pet safety with more than 50 years of experience and more than 3 million safer, happier pets, today announces the relaunch of Project Breathe™, its landmark pet oxygen mask donation program, in celebration of its 20th year and National Fire Prevention Month this October.

Established in 2006, Project Breathe™ is returning nationwide in 2026 as Invisible Fence® Brand renews its commitment to helping protect pets in emergencies. In recognition of the program's 20th anniversary and National Fire Prevention Month, the relaunch features refreshed pet oxygen mask equipment and a renewed focus on connecting with local communities. Project Breathe provides fire departments and eligible first responder organizations across the U.S. and Canada with specially designed, reusable pet oxygen mask kits at no cost. Since the program's founding, Invisible Fence® Brand has donated more than 27,000 masks to first responders, helping provide critical support for pets suffering from smoke inhalation during house fires and other emergencies.

The need for pet-specific emergency equipment remains significant. Each year, an estimated 40,000 pets die in U.S. house fires, with the majority of deaths attributed to smoke inhalation. In comparison, roughly 500,000 more pets are affected, according to the American Veterinary Medical Association and the National Fire Protection Association. Wildfires and structure fires are also growing more frequent and intense, with smoke now traveling far beyond a fire's point of origin and affecting pets throughout surrounding communities. Unlike humans, pets instinctively hide in enclosed spaces during a fire rather than seek an exit, prolonging their exposure to smoke and toxic gases.

For many fire departments, access to equipment designed specifically for animals can also be a challenge. Project Breathe™ was created to help close that gap by providing first responders with tools designed to deliver oxygen to pets when every second counts.

"This is an opportunity to partner with a professional service that cares for animals as much as our business does. Animals are an extension of the family — and it's an opportunity for us to provide another level of care." — Patrick Hassler, President, Prince Frederick Volunteer Fire Department, past donation recipient.

Now entering its third decade, Project Breathe™ has grown from a vision to protect every member of the family into a nationwide community initiative. In partnership with Pawprint Oxygen, each donated kit includes small, medium, and large reusable pet oxygen masks, along with oxygen tank tubing, a slip lead, and an instruction sheet. The kits are designed to help fire departments and first responders provide oxygen to pets ranging from cats to large-breed dogs.

With its nationwide network of local dealers, Invisible Fence® Brand is uniquely positioned to bring Project Breathe™ directly into communities. Throughout October and beyond, local dealers will work with participating fire departments to coordinate donation events open to local media, while also sharing information with pet owners about how to protect their animals during a fire emergency.

"We're excited to bring Project Breathe™ back and reconnect with fire departments in the communities we serve," saidJohn Butrim, Executive General Manager at Invisible Fence® Brand. "Keeping pets safe is at the heart of what we do, and this program gives us another opportunity to make a real difference when it matters most. Knowing these masks can help first responders save a pet's life is incredibly meaningful, and we're proud to put these tools in their hands and give more pets a second chance."

The relaunch is already underway, with Invisible Fence® Brand dealers donating more than 30 upgraded Project Breathe™ kits to fire departments, including Naperville Fire Department through Invisible Fence® of Chicago; Westfield Fire Department, Zionsville Fire Department, and Vernon Township Fire Department through Invisible Fence® of Indiana; Cleveland Heights Fire Department through Invisible Fence® of Northeast Ohio; and Perrysburg Fire Department through Invisible Fence® of Northwest Ohio.

The updated Project Breathe™ kits now feature PureVent® pet oxygen masks from Pawprint Oxygen, available in small, medium, and large sizes, with oxygen tubing compatible with equipment carried on fire trucks and ambulances. The PureVent® masks feature a patented tri-vent design intended to reduce carbon dioxide rebreathing by up to 80% compared with standard masks, along with a "no-pull" snout opening designed to make application easier in high-stress situations.

Fire departments and eligible first responder organizations interested in receiving a Project Breathe™ kit can visit www.invisiblefence.com/o2 to express interest. After submitting a request, a local Invisible Fence® Brand dealer will be notified to confirm eligibility and coordinate a potential donation event. Kits are distributed based on program availability, community need, and geographic coverage, and submission does not guarantee a donation.

Note: Submission does not guarantee a donation. Kits are distributed based on program availability, community need, and geographic coverage.

About Invisible Fence® Brand

Invisible Fence® Brand is America's most trusted pet safety company, with over 50 years of experience and a nationwide network of local dealers dedicated to keeping pets safe and families happy. From innovative pet containment systems and expert training to community programs like Project Breathe™, Invisible Fence® Brand is committed to protecting more than 3 million pets — and counting. To learn more, visit www.invisiblefence.com or call 1 (800) 578-3647.

Contact:
Tiffany Cummins
Talent Resources
954-806-0170
[email protected] 

SOURCE Invisible Fence