Mowgli Rescue has launched a millennial-driven social media campaign this week to promote their recent rescued dogs for adoption, which has ultimately led Instagram models to replace their typical bras for puppy bras.
Stephanie Kay Meyer, the founder of Mowgli Rescue, says the majority of her organization's supporters are young women in California and New York - mostly models, actors, photographers, artists, entrepreneurs, and social media celebrities. "I could not operate this non-profit without the help of these amazing young adults within my community. It has been really cool to watch how optimizing our social media platforms have carried the entire organization's efforts. About 80% of my fosters, adopters, supporting brands, and opportunities come through Gen-Y reaching out and wanting to be involved through Instagram. And that is what Mowgli Rescue is really about - promoting the importance of animal welfare and rescuing animals to the next generation of pet owners, policymakers, and leaders." Meyer has seen the influence social media holds first hand, that she has thought to use it for her 2017 campaign strategy by teaming up with other optimistic young women, including photographer Frankie Mark, who is published in Vogue Italia and C-Heads Magazine, and model Destiny DeLisio, co-founder of Models of Compassion, to produce a social media campaign that includes over 30 female influencers posing topless with rescued dogs who need homes – hence, the #puppybra.
Meyer says, "Instagram models can sometimes receive negative feedback from the public for not being positive role models, so I thought this is the perfect opportunity to show how these young women can still be fun and flirty, while also promoting positivity at the same time."
Good morning from me & my #puppybra AKA GUNTHER THE WONDERPUP!!! I wear the #puppybra because I support animal rights. Help @mowglirescues by adopting GUNTHER, featured in all his booby-hugging cuteness here or by donating. Photographed by @fancygomez, makeup by moi. Partnering with @ModelsofCompassion.