About Us
Built around the bond between Veterans and their companion animals.
How Veterans Pet Lifeline Began
Veterans Pet Lifeline grew out of firsthand experience. Our founders and Veteran advisors know how deeply companion animals can affect emotional health, particularly during difficult periods of life.
Research reinforces what many pet owners already know: the human-animal bond can support emotional wellbeing, reduce isolation, and provide comfort and purpose. Yet the important role of everyday pets is often overlooked in programs designed to support Veterans.
Why Veterans
Veterans face unique challenges, including PTSD, depression, isolation, and financial strain. Research shows that animals can help Veterans cope, yet much of the attention has focused on trained service dogs rather than the ordinary cats and dogs already sharing their lives.
We saw an opportunity to address this gap by connecting pet-care resources, Veteran-to-Veteran support, and opportunities for community involvement.
Our Goal
Create a sustainable, Veteran-informed model that strengthens the human-animal bond, makes pet ownership more affordable, and helps Veterans build connections and find purpose through animals. Starting in Pittsburgh, our goal is to develop solutions that other communities can adapt.
Meet Our Dedicated Team
Steven Van Yoder
Founder
Steven is an author, marketing strategist, researcher, and animal welfare advocate. His work has appeared in Harvard Business Review, Forbes, and The Washington Post. He has spent decades helping organizations build visibility and communicate their missions.
Steven also founded Bangkok Cat Society, an animal welfare initiative in Southeast Asia promoting humane treatment of community cats. His experience in animal welfare, communications, and community organizing informs Veterans Pet Lifeline’s approach.
Jim Purcell
Veteran Advisor
Jim is a Vietnam Veteran, attorney, mediator, and former CEO of Blue Cross & Blue Shield of Rhode Island. He brings extensive leadership experience and a firsthand understanding of the challenges Veterans face.
As a Veteran advisor, Jim contributes to organizational strategy and the development of practical, sustainable support for Veterans and their companion animals.
Josh Marino
Veteran Advisor
Josh is an Iraq War Veteran who survived PTSD and a traumatic brain injury. He credits a stray kitten named Scout with saving his life. Their story reached millions through Josh & Scout, a short film produced by Mutual Rescue.
Josh has also served as Assistant Director of Education & Outreach at the Human Engineering Research Laboratories, a joint VA and University of Pittsburgh research center. His experience in Veteran outreach, education, and mentoring helps guide VPL’s development in Pittsburgh.
Vision and Timeline
We’re starting in Pittsburgh by recruiting Veterans, understanding their needs, and developing initial pet-care and community activities. As participation and partnerships grow, we’ll expand practical support and work toward a sustainable model that other communities can adopt.
Values and Guiding Principles
Evidence-Based
Grounded in research, experience, and measurable results.
Interdisciplinary
Connecting Veteran, animal welfare, healthcare, and community expertise.
Community-Driven
Shaped by Veterans’ voices, experiences, and priorities.
Customizable
Adaptable to the needs and resources of different communities.
Entrepreneurial and Innovative
Developing practical, sustainable solutions that can grow.
Help Build the Lifeline
We're starting in Pittsburgh, and Veterans can help shape what comes next.
Whether you need affordable pet care, want to connect with other Veterans, or are interested in working with animals, we invite you to get involved.