Posing with a puppy to prove your humanity is a Tinder trope as old as, well, Tinder. But starting last week, New Yorkers found themselves swiping right with literal dogs. Like, the four legged kind, not the kind that sends you lots of suggestive eggplant emojis.
East Village no-kill shelter Social Tees Animal Rescue teamed up with The Barn at ad agency BBH to push pet adoption … via a dating app.
Since Tinder requires a Facebook account for entry into its vortex of swiping, Social Tees set up ten separate Facebook pages for various abandoned puppies looking for a home. Bios ranged from typical exhortations of “Single and ready to mingle!” to the less subtle: “Roses are grey, Violets are grey, and everything is grey because I’m a dog.”
The adoption initiative began July 31, and Social Tees told TIME that its staff had individually approved all potential matches. There were 2,500 matches as of Monday, and people are encouraged to foster a dog for two weeks or to adopt one permanently.
This isn’t the first time shelters have targeted lonely singles on dating sites. The ASPCA put targeted ads on OKCupid in February, right in time for Valentine’s Day, in a pro-bono promotion that resulted in 6 dog and 35 cat adoptions over the course of a weekend.