A recent initiative by Humane Canada and the Toronto Humane Society has drawn significant attention online. Titled Man’s True Best Friend, the campaign features adoptable dogs presented in the style of Sabrina Carpenter’s album artwork, Man’s Best Friend. Launched on August 29, the campaign coincided with the release of Carpenter’s new album and quickly began circulating on social media platforms.

The campaign highlights a broader issue facing animal welfare organizations across Canada. Rising living costs have led to an increasing number of families surrendering their pets, placing additional strain on shelters. At the Toronto Humane Society alone, pet surrenders increased by 28 per cent in the first half of 2025 compared with the same period the year before. This trend has heightened the urgency of finding new homes for animals currently in care.

Within two weeks of the campaign’s launch, most of the featured dogs had been adopted, while others continued to receive interest from prospective owners. The project gained even more visibility when Carpenter acknowledged it on her social media accounts, where she has more than 48 million followers. Her interaction sparked a surge of online engagement, generating widespread discussion and millions of views.

“Behind the viral moment is a serious reality: shelters across Canada are at a breaking point. Many are full or over capacity, with wait lists growing as rising costs force families to surrender pets they can no longer afford to care for,” said Barbara Cartwright, CEO of Humane Canada. “Shelters are struggling to keep up with the overwhelming demand. The enthusiasm for this campaign gives us hope, but it’s also a call to action, reminding us that every adoption and every act of support help shelters provide relief and gives animals the safe, loving homes they deserve.”

“This pop culture moment – with billboards across the country and the incredible support of Sabrina Carpenter – has already made a tangible difference, with dogs featured in our campaign finding new homes. We’re deeply grateful for the spotlight on adoption and encourage the public to keep the momentum going by considering adoption and finding their true best friend,” said Phil Nichols, CEO of Toronto Humane Society.