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The Super Bowl is a storied American sporting tradition, but for those who prefer the cute and cuddly to the brute and burly, there’s the Puppy Bowl. For the uninitiated, the Puppy Bowl is Animal Planet’s pet-friendly alternative to jocks throwing around the old pigskin; puppies play on a small astroturf football field replica.
This year, you can do more than just watch puppies, though—you can actually help them out by swiping on Tinder.
Thanks to a partnership between Tinder, Pledgeling, and the American Society for the Prevention of Cruelty to Animals (ASPCA), Tinder users will not only see human matches in the app; they’ll see cute puppies, too. The puppies forming the cast of Sunday’s Puppy Bowl each have their own profile in the app, which will be running now through Sunday.
When you swipe right on one of these profiles, you’ll be directed to the ASPCA. There, you can make a donation to help the real-life animals in need find their forever homes. On the donation page, you can see what your monetary donation means to the ASPCA in terms of meals for a rescued dog. For example, $5 provides one week of food, while $120 provides six months worth of meals.
If you don’t have Tinder but still want to make a Puppy Bowl-centric donation, you can also text PUPPY to 707070. Or you can head to the ASPCA website here and make a donation anytime you feel like it—because you don’t really need a kitschy marketing campaign to do some good for the animals of the world.
Christina Bonnington is a tech reporter who specializes in consumer gadgets, apps, and the trends shaping the technology industry. Her work has also appeared in Gizmodo, Wired, Refinery29, Slate, Bicycling, and Outside Magazine. She is based in the San Francisco Bay Area and has a background in electrical engineering.