Pedigree's Latest Campaign

Pedigree recently came out with it's new #sharefordogs campaign, in which they are raising money for dogs in need via this YouTube video:

Youtube has a feature called Monetization, that allows whoever uploaded the content to earn 55% of advertising revenue based off of ads placed on the page.  The more views the video receives, the more advertising revenue Pedigree will earn, hence the #sharefordogs hashtag.  Pedigree uses 100% of the revenue to feeding, treating, and finding homes for dogs in need.  It's refreshing to see a company take an approach that gives back.  This a great example of a company utilizing PR to the full extent.  Pedigree has established itself not just as a maker of dog food, but a company that cares about the well-being of dogs everywhere.