My Forever Doggo rallies influencers for anti-animal abuse campaign

In response to the sharp rise in dog and cat abuse cases in recent years, social media platform My Forever Doggo (MFD) has launched #CancelCruelty, a large-scale campaign aimed at ending cruelty toward homeless animals. More than just a campaign, #CancelCruelty is positioned as a movement that leverages the power of social media, influential voices and public pressure to drive long-term change.

At the heart of it is a powerful network of local influencers and celebrities who have joined MFD in spreading its message. 15 well-known Malaysian figures have come onboard, each paired with rescued dogs and cats. Many of these animals have experienced abuse themselves. These pairings serve to humanise the statistics and remind Malaysians of the resilience and worth of every animal.

In a show of corporate solidarity, luxury lifestyle brand BONIA has also partnered with MFD for #CancelCruelty. According to MFD, the brand’s commitment to individuality, compassion and community values aligns closely with the campaign’s mission, and serves to amplify its message further.

Don't miss: Why brands in Malaysia are gravitating towards micro-influencers

When reached out to by A+M, the MFD team said the idea to engage influencers stems from MFD’s evolution as an organisation. “We started as an adoption platform six years ago, but sharing dog adoption images alone didn’t move the needle enough,” it said. “So, we began experimenting with different types of content to engage larger audiences. Influencers and celebrities naturally have reach, and to our surprise, many of them were eager to help when we reached out."

The public response for #CancelCruelty has been encouraging, with audiences regularly expressing admiration and joining the conversation online. Several more influencers have also joined the cause to advocate for the campaign. MFD said that with the help of these influencers, it is able to reach people across all demographics in Malaysia, adding that:

Social media is a powerful tool, and can be used for a force of good.

As a part of the campaign, My Forever Doggo enlisted the help of these 15 influencers to share stories of the dog or cat they have been paired with on their own Instagram accounts, with My Forever Doggo tagged alongside. Some also shared that the animal they were posing with was up for adoption.

For example, on @sl_celine's post, she said: "Let’s never normalise cruelty — not in our homes, our communities, or online. If you witness abuse, speak up. Your voice could be the one that makes a difference. Together, we can build a more compassionate Malaysia."

MFD's influencer outreach is handled directly through social media, with most influencers agreeing to participate on a voluntary basis. Its past campaigns such as "Adopt a star", "Hot dudes hot dogs" and "Empowering women" have paved the way for what is now MFD’s most ambitious effort to date.

The urgency behind #CancelCruelty is rooted in alarming data. According to the department of veterinary services, reported animal abuse cases rose sharply from 1,249 in 2021 to 2,622 in 2023. In just the first six months of 2024, over 2,100 new complaints have already been lodged. MFD believes the actual number is likely much higher, as many cases go unreported or unseen.

Despite these distressing figures, MFD said many abusers go unpunished due to inconsistent enforcement and weak legal consequences. The campaign aims to change that by keeping public attention on these issues, encouraging stronger legal action against abusers, and fostering a culture of kindness and accountability toward animals.

The team said:

Behind every statistic is a heartbreaking story. What about the rest who have suffered in silence?

In Terengganu, a dog named Kopi was known and cared for by local feeders, and went viral for her gentle nature with a kitten. Yet she was shot and killed during a stray culling operation. In another case, a homeless cat was found with severe chemical burns after being doused in paint. These cases are just two of many that underline the need for stronger enforcement of Malaysia’s Animal Welfare Act 2015.

#CancelCruelty is a call to action for all Malaysians, the MFD team said. While acts of kindness often go viral and abuse cases trigger public outrage, the platform believes the real test is sustaining empathy beyond fleeting headlines. The organisation has also encouraged the public to join the movement by sharing a photo of themselves with the campaign’s “X” arm sign and using the hashtag.

"With #CancelCruelty, MFD is determined to build a society that rejects animal abuse outright. While public outrage is evident when abuse cases go viral, real change requires ongoing engagement, public accountability, and strict enforcement of animal protection laws," the group said. 

MFD rounds it up with a simple tagline: 

Don’t like them? Just let them be.

Related articles:
Is influencer marketing forcing traditional agencies out of the game?
Why ASICS is choosing a dog as its brand ambassador
From fame to fit: What brands need for the perfect ambassador