São Paulo, April 6, 2026 – To mark World Stray Animals Day on April 4, GoldeN, a leading pet food brand for dogs and cats in Brazil, “swapped” actress Paolla Oliveira’s dog in a campaign designed to spark discussion about pet adoption in the country. According to the WHO, there are around 30 million abandoned animals in Brazil.
To draw attention to the cause and encourage more adoptions, GoldeN “replaced” Paolla Oliveira’s dog, Chopp, for a few days. During that week, the actress shared some of the best moments of her day with her pet—who was not actually her own.
With more than 40 million followers on social media, Paolla Oliveira is a strong advocate for animal adoption and revealed that “Chopp” was in fact Roque, a dog from the NGO Adote um Bichinho RJ, who is available for adoption.
The campaign, created by Euphoria Creative, aims to raise awareness by giving visibility to dogs and cats looking for a new home. To expand this exposure, GoldeN also launched a portal on its website (https://premierpet.com.br/adote) with information about partner NGOs across Brazil, making it easier for prospective owners to connect with animals awaiting adoption.
According to Felipe Mascarenhas, Head of Marketing at GoldeN, the initiative seeks to spark meaningful conversations about adoption and responsible ownership, bringing greater visibility to the issue. “The adoption cause is becoming increasingly relevant in Brazilians’ daily lives, as shown by research. This is a strategic initiative aimed at turning information into awareness and, ideally, helping transform the lives of thousands of pets waiting for a home,” he said.
The campaign with Paolla Oliveira highlights a highly relevant issue in Brazil. The GoldeN/Opinion Box survey, which outlines the national landscape on the topic, paints a picture of “Brazilian-style adoption”: an act of solidarity that largely happens outside formal structures. According to the data, 80% of adopted pets in the country were either rescued directly from the streets (34%) or passed along by friends and acquaintances (46%), while shelters and NGOs account for just 9% of adoptions each. The study also shows that the search for a loyal companion is the main motivation for having a pet, reinforcing the emotional bond between owners and animals.
“The idea is very simple: while some pets have thousands of followers and likes, others just need the love of one person. That’s the reality of hundreds of adoptable pets waiting for a home. To show this, we swapped Paolla Oliveira’s dog—who is always praised and loved on social media—for another that looks very similar. Without realizing it, people were interacting with and showing affection to a pet available for adoption. In the end, the conclusion is simple: if you liked this dog so much, you can adopt him—because he’s not Paolla Oliveira’s dog, but a very similar one who wants to live with you,” said Marcelo Rizério, co-founder and CCO of Euphoria Creative.
The initiative reinforces GoldeN’s ongoing commitment to the adoption cause. In 2025, the brand carried out a symbolic action at Christ the Redeemer to raise awareness about abandoned animals: for the first time in history, Brazil’s most iconic landmark “hugged” a pet. The projection gained nationwide attention, expanding the conversation around the issue.
Virtual Exhibition “The Life We Share” gives a face to the research data
April 4 also marks the launch of the exhibition “The Life We Share,” a partnership between GoldeN and Museu da Pessoa. The idea is to showcase the bonds between pets and their owners, proving how life can be transformed by the presence of a dog or cat in a home.
The affection highlighted in the research is brought to life in the exhibition, which not only presents real stories but also encourages pet owners to share their own experiences. The virtual exhibition is free to access.
“The Life We Share” explores how pets have come to occupy an important place in Brazil’s social history. Its guiding thesis is that bonds with dogs and cats reveal deep transformations in how we live, love, age, and face crises. Pets are no longer just domestic companions—they have become biographical agents. They bridge generations, fill silences, support grief, and reshape the concept of family. It is a reflection on contemporary Brazil.
Visit the exhibition at: https://memo.museudapessoa.org/a-vida-que-compartilhamos/.
