Rescue has changed a lot since I pulled my first shelter dog a decade ago. There was no Facebook [3] or YouTube [4] to spread the word. I plastered posters at the local coffee shops, preached to fellow obedience club members (tough crowd, that one), and emailed photos to as many friends, family and Yahoo groups as possible.

I remember the birth of Petfinder [5]; the idea that you could search for a shelter dog based on age, gender, size and personality, all from the convenience of your computer was exciting. That was the extent of social media.

Today, more than a million people have viewed "Fiona's Amazing Story" [6] in less than a week. The video documents the discovery of a blind, dirty dog cowering in a trash pile and her dramatic, tail-wagging transformation. Combining the rescue footage with Avril Lavigne's emotionally wrought single, "I'm With You," was brilliant.

While critics might say it's just a commercial for the rescue, Hope for Paws [7], to get donations, I say, yes, it is. What's wrong with that? They also need people to care about strays and do something about it, like foster parent. Until rescues are put out of business because every dog has a home, there's nothing wrong with showing the public what they do and why help is so desperately needed and appreciated.