David Duchovny is more than just the star of The X-Files, Californication, and Aquarius. He's also a novelist (one with literature degrees from Princeton and Yale, no less), a musician, and a leading advocate for animal rights. Here's him reading from Holy Cow, a novel he wrote from the perspective of a cow trying to escape slaughter, and here's him sharing his perspective with Bill Maher. But this time, he's showing his devotion to the cause by getting his hands — or, rather, his face — dirty.
To raise awareness and much-needed funds for Target Zero, a charity that aims to end animal shelter euthanasia, Duchovny launched the "Lick My Face" campaign on June 22nd. In the challenge, Duchovny spreads peanut butter on his face and pledges to donate at least $1 to Target Zero for each time his dog Brick licks him. He goes on to challenge X-Files co-star Gillian Anderson, ex-wife Tea Leoni, and all his social media followers to do the same with their pets.
"The Lick My Face campaign is a fun and simple way for people and their pets to be a real part of saving many, many shelter animals," Duchovny told What's Trending. "I launched [the campaign] with my rescue dog Brick because I'm such a believer in what Target Zero is doing to end the euthanasia of shelter animals nationwide."
Target Zero explains their background and goals in an official press release announcing the challenge:
Target Zero is a nonprofit organization that mentors shelter and animal welfare leaders, city by city, proven best practices to get to ‘zero kill’ (also known as no-kill), ideally in three years or less. Approximately three million cats and dogs are euthanized in shelters each year in the US due to overcrowding. Launched in 2013, Target Zero has already gotten two cities to zero; Waco, Texas and Huntsville, Alabama, with Brevard County, Florida set to get there by October 2016. The organization currently works in ten Fellow Cities.
For more info about the challenge, check out the official Lick My Face website. Join the challenge by tweeting with the hashtags #LickMyFace and #TargetZero. And, of course, click here to donate to Target Zero!
What do you think? Are you going to join the #LickMyFace Challenge? Let us know in the comments below or @WhatsTrending on Twitter!