Numerous social media profiles across Instagram, TikTok, Facebook, and YouTube, purporting to raise funds for pet shelters, have been discovered in Mityana, a town in central Uganda. Through open-source intelligence techniques (OSINT), an investigation into these fundraisers for pet shelters in Uganda revealed that they amassed over £540,000 within five years by seeking financial assistance on the donation platform GoFundMe. The BBC data highlighted that many of these activities were potentially involved in fraudulent schemes.
A recent investigation by BBC Africa Eye, in collaboration with the BBC World Service and shared with The Mirror, unveiled the deceit behind these accounts. An undercover reporter stated, “Last year, we were tipped off about a large-scale scam. Grassroot organizations in Uganda and Europe expressed concerns about the situation affecting dogs in Mityana and donors worldwide. There was an overwhelming amount of videos from numerous accounts, often changing identities, showcasing numerous dogs.”
In one instance, a 15-second TikTok video from January depicted an injured dog on the roadside, claiming to have been in an accident and urging viewers to donate via an online link to save its life. Named Russet by a donor, substantial funds were raised before a UK donor eventually intervened, securing the dog’s release and transferring it to a veterinary clinic in Kampala three weeks after the video’s posting.
Unfortunately, the veterinarian, Dr. Isa Lutebemberwa, mentioned that Russet’s injuries seemed deliberate, and despite extensive efforts, the dog did not survive. The undercover reporter revealed, “Russet seemed to have been passed around various content creator groups for three weeks, suffering severe hind leg injuries. It appeared that Russet and its pain were exploited for content creation and potential financial gain.”
Lianne Stone, a 38-year-old animal lover from Manchester, fell victim to this scam, losing her savings that were intended to help dogs like Russet. She expressed, “The heart-wrenching videos of emaciated, injured dogs stirred my emotions, compelling me to assist them.” Stone was deceived into donating over £1,300, believing she was aiding these distressed animals.
Investigations revealed that a significant portion of online fundraisers for pet shelters in Uganda, approximately 40%, were associated with shelters in Mityana. The BBC reported that the donation funds were misused for personal expenses such as phones, parties, and cars. Bart Kakooza, chairman of the Uganda Society for the Protection and Care of Animals, condemned the scammers for exploiting dogs for financial gain.
Videos commonly showcased dogs residing in inadequate shelters, with pleas for assistance due to hunger. Lianne, encountering distressing videos on Instagram in January 2025, shared her encounter with malnourished puppies in Uganda, which compelled her to donate money for their care.
Assured by the scammers that her contributions would aid the dogs in need, Lianne initiated donations, eventually involving her friends in supporting the cause. However, the reality behind these solicitations soon emerged, revealing a systematic exploitation of the animals for financial gain.
Shelter owner Charles Lubajja was filmed advising on profit-maximizing techniques, including staging fake veterinary treatments, to boost online revenues. His admission of diverting donation funds for personal use and manipulating content to elicit sympathy from donors mirrored Lianne’s experience.
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