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LambeauLast year we saw the ALS Association’s Ice Bucket Challenge explode into a viral sensation, raising awareness and nearly $22 million to fund research to find treatments and a cure for the disease.

The latest viral craze has people from all over the world posting photos of their dogs on Facebook with the hopes of providing some digital pet therapy to 16-year-old Anthony Lyons, who’s getting cancer treatments at Phoenix Children’s Hospital.

It’s a Facebook event called “Photo Doggies for Anthony,” and so far, somewhere north of a half-million people have posted photos of their dog.  The site has spawned an Instagram site, as well.

Then, before we knew it – the page was taken down when someone posted a photo of a “dead roasted dog.”

Prior to that, however, Anthony’s mother, Kristen, wrote on the Facebook page, “Your pets have brightened our days so much and it just shows you the power of pet therapy and animal healing. This just shows what great people animal lovers are and we are really feeling the love from you and your pets in this difficult time.”

Roberta Lucero-Koron, one of the family friends who created the Facebook event, said to ABC: “One thing I have to say is, make yourself smile too by looking at these beautiful animals that God gave us.”

“Dog people” are obviously “people people,” too – even if it’s just virally.

And it’s too bad that even a highly positive, feel-good initiative on Facebook can get untracked.

Scott Hanson
Scott Hanson
President Scott is president of HMA Public Relations and a founding member of the Public Relations Global Network. He’s a Phoenix native, husband, father of two and a fan of all sports and a participant in some. Check out Scott's full bio

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