Humane Canada and the Toronto Humane Society have introduced a new national awareness campaign, developed with creative agency Sid Lee, called “Man’s True Best Friend.” Timed to coincide with the release of musician Sabrina Carpenter’s album Man’s Best Friend, the campaign highlights the human–animal bond while drawing attention to the importance of pet adoption.

Adoptable dogs from the Toronto Humane Society are featured on billboards across the country. Each advertisement includes a QR code that links to information about the animals pictured, allowing Canadians to learn about their stories and needs.

Every year, thousands of cats and dogs enter shelters across Canada. While many eventually find homes, overcrowding remains a challenge. Animal welfare organizations emphasize that adoption not only gives individual animals a second chance, but also frees resources to help other pets in need.

Humane Canada serves as a national federation for SPCAs and humane societies, coordinating efforts to improve animal protection standards and end cruelty. The Toronto Humane Society, one of its member organizations, provides shelter care, veterinary treatment, and behavioral support while placing animals with new families. Both groups also advocate for systemic changes in animal welfare and provide educational programs to raise public awareness.

By combining a cultural moment in music with a message about responsible pet ownership, this initiative aims to connect with Canadians in a creative way—encouraging people to consider adoption as a first choice when looking for a companion animal.