Watch a Cute Video, Help a Dog in Need

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By Andrea Romano2014-04-12 07:30:46 UTC

Pat yourself on the back — watching cute puppy videos online has never been so rewarding.

Dog food company Pedigree has launched an adoption drive in New Zealand to help homeless dogs find permanent homes. To kick off the campaign, they've created this adorable video that features the very thing dog lovers can't resist — cute puppies doing cute things.

As the video explains, YouTube shares advertising revenue with approved content creators. In Pedigree's case, every dollar they earn goes to helping a dog in need. Not only are these darling pups hard to resist, it's the easiest way to ask for money by not asking at all.

Many non-profit organizations like to use "slacktivism" — the use of sharing a link or liking a post without any sort of real commitment — to sometimes lackluster results. A representative at advertising agency BBDO, hopes to to turn that trend around for Pedigree, telling Mashable, "we're hoping to be able to use the power of cute puppies and people's love of sharing this sort of content to turn slacktivism into something that can help real dogs in need."