With food prices on the rise and fuel costs going through the roof, it's getting harder and harder for the operators of Canada's animal shelters to make ends meet and provide a comfortable, healthy environment for the tens of thousands of dogs awaiting adoption.
The Consumer Price Index shows pet food and supplies costs rose from 102.7 to 104.2, between May 2007 and May 2008 -- in step with fuel and food price escalations seen in other markets.
That means some of the everyday responsibilities of shelters, such as advertising animals that are up for adoption, are more and more difficult to afford.
A new program, Dollars for Dogs, is attempting to help meet that need by giving Canadians across the country the opportunity to contribute, in a small way, to help lessen the shortfall.
Simply by sending a text message with the words "help dogs" to 707707, participants can make an automatic donation that will benefit one of 30 animal shelters across Canada, said Kevin Lake, director of marketing for Pedigree.
The $1 donation will show up on the donor's next phone bill.
In what may be a first in this country, Canadian telecommunications companies are offering the service without garnering any percentage of the donation.
"It takes down a barrier," Lake told CTV.ca.
"In this day and age there's a lot of skepticism about where our funds are being directed, regardless of what charity you are associated with. This program gives the assurance that every dollar that is being donated is going directly to the dogs. To us it's a great component of the program."
Another component of the program is education. Through a launch in Toronto's Withrow Park and a partnership with CTV's Canada AM, Pedigree is attempting to raise awareness about the number of dogs awaiting adoption. One of the best ways of doing that, Lake said, is through providing resources to the shelters themselves to get the word out.
"There are so many amazing dogs out there currently in shelters, we really want to help them find a good home, in order to do so we have to help those shelters meet their costs."
It's also a chance for Pedigree to help stand up for something it believes in.
"Everything we do is for the love of dogs and this is a good way for us to demonstrate our social responsibility on that front and really walk the talk if you will."
Lake said he hopes the initiative builds in momentum and size to the point that it makes a real difference in the lives of dogs in Canada.
"We wanted to give people small ways to participate," Lake said. Some people might get engaged and make a choice to actually adopt a dog. Others might volunteer at a shelter, others might just add dollar to their phone bill. It's such a relevant cause and it gives people easy ways to participate."
The Dollars for Dogs program is part of the The Pedigree Adoption Drive initiative.
