A shelter made online dating profiles for 22 animals. The results are adorable.

Anyone who's ever been on Tinder knows having a cute animal in the photo is usually a big hit.

But what if Tinder profile photos only featured that cute animal? And what if, instead of a millennial would-be hooker-upper, it was the adorable dog or cat itself looking for true love?

That's an idea some animal shelters are toying with.


"We are always trying to come up with ... creative new ways to get our shelter dogs out in front of potential adopters," says Karen Hirsch, public relations director at LifeLine Animal Project in Georgia.

And experimenting with online dating for dogs and cats might just be working.

The harsh world of pet adoption is extremely competitive: About 6.5 million dogs and cats enter U.S. shelters every year, each seeking a good forever home. It's too big a need for shelter operators to just sit back and hope they all get adopted.

That's why you see adorable dogs on display outside the grocery store, partnerships with Uber that will bring puppies directly to you for playtime, and aww-inspiring social media campaigns like dogs in pajamas.

An estimated 50 million people worldwide use Tinder. So LifeLine and other shelters and rescues figure why not give it a shot?

After all, people using online dating apps are already looking for love and companionship — just maybe a slightly different kind.

Hirsch says they recently created profiles for 22 of their dogs and cats.

Photo by LifeLine Animal Project, used with permission.

Animal profiles are also showing up on Bumble, which is home to another 20 million users or so.

Like sweet Penelope here.

Photo by LifeLine Animal Project, used with permission.

Each pet is assigned to a volunteer who creates the profile and handles the conversations after a match.

"In a crowded shelter, pets often get overlooked, but on a dating app, the animal becomes an individual," Hirsch says. "People learn about them and form a 'virtual' attachment."

Photo by LifeLine Animal Project, used with permission.

Plus the witty banter is oodles of fun.

Photo by LifeLine Animal Project, used with permission.

For LifeLine, the experiment is still new. But Hirsch says people are responding to it incredibly well so far.

At the very least, Tinder and Bumble have proven to be great for word-of-mouth awareness-building on the importance of adopting shelter pets. The animals are getting dozens of matches. Hirsch says there have been more than a few online adoption inquiries, as well as people coming into the shelter to meet their "match" in person.

She also notes that one of the matches even became a regular volunteer at LifeLine.

This new animal dating idea has another upside for apps — and the people using them, too.

Dating experts are finding that people are getting burned out by online dating. Between "ghosting," "cushioning," "the slow fade," and a bunch more of those annoying slang terms, humans out there are wondering if dating apps are even worth the effort.

For romantic love, who knows?

But now that you might just meet the dog or cat of your dreams, that's not a bad reason to keep on swiping.

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Women around the world are constantly bombarded by traditional and outdated societal expectations when it comes to how they live their lives: meet a man, get married, buy a home, have kids.

Many of these pressures often come from within their own families and friend circles, which can be a source of tension and disconnect in their lives.

Global skincare brand SK-II created a new campaign exploring these expectations from the perspective of four women in four different countries whose timelines vary dramatically from what their mothers, grandmothers, or close friends envision for them.

SK-II had Katie Couric meet with these women and their loved ones to discuss the evolving and controversial topic of marriage pressure and societal expectations.

SK-II

"What happens when dreams clash with expectations? We're all supposed to hit certain milestones: a degree, marriage, a family," Couric said before diving into conversation with the "young women who are defining their own lives while navigating the expectations of the ones who love them most."

Maluca, a musician in New York, explains that she comes from an immigrant family, which comes with the expectation that she should live the "American Dream."

"You come here, go to school, you get married, buy a house, have kids," she said.

Her mother, who herself achieved the "American Dream" with hard work and dedication when she came to the United States, wants to see her daughter living a stable life.

"I'd love for her to be married and I'd love her to have a big wedding," she said.

Chun Xia, an award-winning Chinese actress who's outspoken about empowering other young women in China, said people question her marital status regularly.

"I'm always asked, 'Don't you want to get married? Don't you want to start a family and have kids like you should at your age?' But the truth is I really don't want to at this point. I am not ready yet," she said.

In South Korea, Nara, a queer-identifying artist, believes her generation should have a choice in everything they do, but her mother has a different plan in mind.

SK-II

"I just thought she would have a job and meet a man to get married in her early 30s," Nara's mom said.

But Nara hopes she can one day marry her girlfriend, even though it's currently illegal in her country.

Her mother, however, still envisions a different life for her daughter. "Deep in my heart, I hope she will change her mind one day," she said.

Maina, a 27-year-old Japanese woman, explains that in her home country, those who aren't married by the time they're 25 to 30, are often referred to as "unsold goods."

Her mom is worried about her daughter not being able to find a boyfriend because she isn't "conventional."

"I really want her to find the right man and get married, to be seen as marriage material," she said.

After interviewing the women and their families, Couric helped them explore a visual representation of their timelines, which showcased the paths each woman sees her life going in contrast with what her relatives envision.

SK-II

"For each young woman, two timelines were created. One represents the expectations. The other, their aspirations," Couric explained. "There's often a disconnect between dreams and expectations. But could seeing the difference lead to greater understanding?"

The women all explored their timelines, which included milestones like having "cute babies," going back to school, not being limited by age, and pursuing dreams.

By seeing their differences side-by-side, the women and their families were able to partake in more open dialogue regarding the expectations they each held.

One of the women's mom's realized her daughter was lucky to be born during a time when she has the freedom to make non-traditional choices.

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"It looks like she was born in the right time to be free and confident in what she wants to do," she said.

"There's a new generation of women writing their own rules, saying, 'we want to do things our way,' and that can be hard," Couric explained.

The video ends with the tagline: "Forge your own path and choose the life you want; Draw your own timeline."

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