Since July, New York City social media influencer Bryan Reisberg has taken 11 shelter dogs from Best Friends Animal Society on subway outings in SoHo, and 10 of those dogs have been adopted. Influencers like Reisberg can play a role in improving animal adoption rates as they amplify shelter posts, and some research suggests that effective use of social media may be associated with higher adoption interest, though specific percentage increases vary by context and study.

The trips, which place small shelter dogs in a backpack on busy subway cars, have turned routine commutes into adoption showcases for animals described as playful, curious and full of personality. Reisberg said the encounters change the mood on trains and open doors for people who might not otherwise visit a shelter. As potential adopters engage with the dogs, they often inquire about adoption steps, which typically involve browsing available pets, submitting an application, and undergoing a review process.

Reisberg described the reaction he sees from riders: “New Yorkers are miserable during rush hour, but when they see a dog in a backpack, they light up. They want to pet the dog,” he said.

He began the outings in July with dogs provided by Best Friends Animal Society at its SoHo location. The method is simple: small dogs ride safely in a backpack while Reisberg uses social media to amplify their presence and encourage adoption inquiries, which involve applications and checks for suitability. The dogs’ visits on public transit have drawn attention and led to multiple adoption inquiries for individual animals despite the common challenges many shelter dogs face, such as overcrowded environments and difficulty standing out to adopters.

Best Friends Animal Society’s senior manager of lifesaving programs, Darryl Moore, framed the effort as a partnership that produced concrete results: “That collaboration has literally helped us save these dogs’ lives.” Moore credited the visibility from the trips with accelerating placements for the shelter’s small dogs. He noted that the initiative focuses on dogs that are ready to meet people and respond well to attention, which increases the likelihood of adoption.

Staff at the shelter selected animals suited to calm, public settings; Reisberg’s posts then spread the dogs’ images and stories beyond the immediate subway audience. Observers in the subway car often asked about adoption steps and followed the shelter’s social channels to learn more, according to the initiative’s description. This strategy aligns with broader trends in how social media can influence animal adoption rates, with several influencers, like Nala Cat, demonstrating the potential for these engagements to lead to significant adoptions.

Reisberg called the work deeply rewarding: “It’s indescribable. It’s probably the most fulfilling thing I’ve ever done,” he said, adding that he is surprised by how many of the shelter dogs had not yet found loving families. The initiative focused on small dogs that could travel safely in a backpack and handle the noise and motion of subway rides.

The visible interactions on public transit helped prospective adopters connect with individual dogs’ personalities at a glance. Shelter staff coordinated the outings to ensure each dog’s comfort and to process interest from potential adopters through their regular procedures. The result — 10 of the 11 dogs placed in homes — serves as an immediate measure of the initiative’s impact on those animals.

Reisberg and Best Friends Animal Society say they will continue the outings while matching small dogs to riders and followers who show interest. The trips have become a regular part of how the shelter brings adoptable animals to the attention of New Yorkers who might otherwise not visit in person.

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