Gavin Rossdale is launching a social campaign called the ’12 Days of Dogmas’ on Dec. 10 to highlight adoptable dogs from shelters.

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The rocker, 60, said the campaign will partner with Best Friends Animal Society and lists PETA among organizations tied to an ‘Adopt Don’t Shop’ effort—an initiative Rossdale framed as personal and urgent. He has repeatedly credited dog ownership with shaping his life and career, and he said he hopes the campaign will steer attention toward shelter pets in need. Celebrity involvement in promoting shelter pets can significantly boost public engagement; often, celebrity endorsements have led to increased adoptions at specific shelters.

Rossdale linked his own trajectory to the early presence of a dog named Winston. “So through my desire to be with him more, I just stayed in more, began to work, had more focus. And that’s how I began Bush. So my debt is always to my first dog,” he said, describing a formative shift that followed owning Winston. With around 57% of shelter dogs adopted each year in the U.S., Rossdale’s commitment to adoption is especially timely.

The musician also described the comfort provided by a Pomeranian called Chewy, who “passed away two years ago.” He said his sons “loved Chewy and missed him so much when he passed,” a loss he tied to the family bond that rescue animals can create. Rossdale now shares his life with a working dog named Kaya, whom he described as cherished by him and his children and whom he feeds “the healthiest food options he can think of, including lots of canned fish, ancient grains, and good protein.” This care reflects a broader trend among pet owners who are increasingly attentive to the health and wellbeing of their animals.

Announcing the campaign, Rossdale emphasized adoption as a moral choice. “The importance of adopting to me is that you save an innocent life,” he said, urging followers to consider shelter animals. He also criticized commercial breeding practices bluntly: “Puppy mills are gross.” Rossdale’s stance resonates with many who understand that supporting local shelters doesn’t just mean adopting a pet; it can also involve donating supplies, volunteering, or making financial contributions during the crucial holiday season.

Rossdale challenged a common belief about shelter pets with another observation: “The cliché is that shelter animals are difficult, and that’s just not the case. What they’ve been through is difficult, and what they need is a kind reversal back into life.” He added that “Those animals really need you, and the bond you’ll get and the rewards are immeasurable.” This sentiment is echoed in research showing that the generosity of the community can significantly impact shelter operations during the holidays.

The campaign launches on Dec. 10 and will present a series of adoptable dogs on social platforms, with Best Friends Animal Society listed as a partner in the effort. PETA is also listed in the facts as a partner in an ‘Adopt Don’t Shop’ campaign—an alignment Rossdale cited when discussing the larger push to direct potential owners toward shelters.

Celebrities have increasingly used social media to amplify adoption drives and fundraising for shelters; research on celebrity involvement and adoption outreach suggests such attention can increase engagement for specific organizations and spur donations for local rescues. A notable example includes Sarah Jessica Parker, who when publicizing her adopted dog helped elevate awareness and interest around animal adoptions at her local shelter. Campaigns timed for the holiday season, like Rossdale’s, can mobilize volunteers and donations as many shelters publish wish lists and foster appeals to handle year-end demand. Practical ways the public has supported shelters during holidays include volunteering time, donating supplies, and fostering animals temporarily—approaches covered in guidance from organizations such as 24Petwatch, which highlights seasonal needs for shelters.

Rossdale’s new campaign arrives after he has publicly reflected on how dogs shaped his personal life and professional focus; through the social series he plans to put individual shelter animals into view and encourage adoption. He has framed his message squarely around rescuing animals and reversing the hardships they may have faced.

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