More than 130 dog owners across the UK dressed their pets as Nativity characters and posted the images on Instagram on Dec. 16 to raise money for the charity Pets As Therapy.

Now in its third year, the online project turned Instagram feeds into an improvised Nativity tableau that organizers say has become a festive tradition and a small but steady fundraiser for dog-related causes. Popular trends like this one reflect a broader movement within the pet community, where events often include pet-friendly walk-a-thons and costume contests to raise awareness and funds for shelters or animal nonprofits.

“The Nativity Pups began with a simple conversation between two dog moms, wondering whether it might be possible to recreate a nativity with dogs,” said Hannah James, a 32-year-old organizer of the event. She described the initiative as something that has grown from a casual idea into an annual effort that attracts owners from across the country. Locally, many pet owners have embraced similar fundraising opportunities by organizing dog washes or photo contests, leveraging their furry companions’ popularity for good causes.

James said participation has expanded considerably since the first year. “What started with around 24 dogs has now grown to an incredible 130 taking part this year,” she said, noting the event’s steady growth and the community energy behind it.

The online Nativity included dogs cast in familiar roles: Milo from Scotland posed as an angel, Cookie and Coco — two London-based dogs — served as reindeer, and Zeke from Cornwall was pictured as a shepherd. Owners arranged and photographed their dogs in costume and shared the images on Instagram on Dec. 16, turning individual posts into a single, dispersed tableau. This collaborative spirit mirrors other pet-themed charity events, where participants often share costume tips or discuss their pets’ roles before the big day.

Organizers channeled the activity toward fundraising. “Along the way, the dog community has raised nearly $3,000 for dog charities by taking part over the past three years, something we’re incredibly proud of,” James said, tying the photos-and-costumes tradition to a charitable purpose. The beneficiaries include the UK charity Pets As Therapy, which was named as the intended recipient of funds raised through the event. Therapy animals play a critical role in community settings as they help reduce stress and anxiety while providing comfort and companionship, making this support particularly impactful.

Participants described the project as a way to bring the online dog community together at a busy time of year and to offer light-hearted content for followers. “The aim has always been to spread festive cheer, bring the dog community together online, and hopefully put a smile on people’s faces at Christmas,” James said. This sense of camaraderie aligns with the growing trend in pet events that encourage community support and engagement.

The Nativity Pups initiative and its third-year expansion were described in a national feature on KNDU / NBC Right Now, which noted the coordinated sharing of photos and the charitable element that has accompanied the project since its inception.

For many owners, the event is as much about community as costume design: participants arrange roles, share tips on making comfortable outfits, and celebrate one another’s photographs. Organizers say the project remains grassroots — an informal network of owners who met online and chose to mark the season together. This community-driven model emphasizes how social media can be an effective platform for creating traditions that also yield charitable outcomes.

James framed the project as an example of how social media can be used to create small, recurring traditions with charitable outcomes. She and other volunteers continue to coordinate the annual effort and encourage participation from across the UK.

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Original reporting: view the original article.