‘Slacktivism’ is posing a real problem for charities. Many believe that simply by liking a post, they’re effecting change for good. With Share for Dogs, we turned this problem into our solution. We created a new mechanic we’re calling “Sharity” – by simply enjoying and sharing a video, you’re actually raising money for charity. When a video is ‘monetized’, YouTube share 55% of advertising revenue with the owner of the video – in this case, the PEDIGREE® Adoption Drive. The more views, the more money we raise. We created the cutest puppy video in history that explains this mechanic. The people get cute puppies; the puppies raise money for their fellow dogs. Everyone wins.