Pal-O-Mine Equestrian featured on Times Square billboards | Long Island Business News

An Islandia-based nonprofit and its programs are getting a spotlight in Times Square, as the holiday season kicks off.

Pal-O-Mine Equestrian, a 30-year-old organization, is now highlighted in two billboards with the words, “They Served For Us. Now We Serve Them.” The billboards feature an image of a Pal-O-Mine horse as well as a U.S. Army veteran who takes part in a Pal-O-Mine program that is free for veterans, active-duty military and first responders.

Supported by Heritage Outdoor Media, the billboard runs through Dec. 2, Giving Tuesday. The nearly month-long campaign runs through much of November, which is also Veteran’s Month in the United States.

“Clinical evidence and generations of human experience show that horses have a unique ability to help people work through emotional barriers without judgment,” Lisa Gatti, founder and CEO of Pal-O-Mine, said in a news release about the billboard campaign.

Pal-O-Mine is one of 22 Eagala Designated Military Programs, an internationally recognized model for equine-assisted psychotherapy that brings together a licensed mental health professional, an equine specialist and a horse.

“All our professionals who work with veterans and service members have specialized training and experience in the military community, and these programs are offered at no cost, thanks to generous donors whose support fosters growth, hope and healing,” Gatti said.

The organization’s programs include Fall-In Friday, where veterans, service members and first responders learn horsemanship and training methods while connecting with horses. There is equine-assisted psychotherapy that integrates horses into the therapeutic process to help people tackle mental health challenges. Through the organization’s Roping for Service, participants work to master hand-eye coordination for throwing a lasso, controlling the horse’s movements and developing a strong partnership with the horse. There are also weekend retreats on Pal-O-Mine’s 13-acre farm.

For Heritage Outdoor Media, the campaign provided an opportunity to highlight efforts that uplift communities.

“At Heritage Outdoor Media, we believe our platforms should spotlight the people and organizations doing meaningful work in our communities,” James Manfredi, co-founder of Heritage Outdoor Media – which serves markets in New York, Chicago, Los Angeles, Las Vegas and Milwaukee – said in the news release.

“Supporting Pal-O-Mine and their incredible work with veterans and first responders truly means a lot to us,” Manfredi said.

Pal-O-Mine also provides  therapeutic equine programs to facilitate growth, learning and healing for children and adults with disabilities, individuals on the autism spectrum and others.