We'll start this one with a little disclaimer. The following content contains flagrant levels of objectification re: muscled men, posing topless. Then again, it IS all in a good cause.
New York City-based animal rescue group Louie's Legacy has astutely judged that the best way to raise money for dogs in need is to convince a line-up of ripped male models to pose with cute canines in tow.
The US charity has just unveiled its 2015 calendar and it's pretty eye-watering stuff. The "Hunks and Hounds" series shows artsy photos of ripped, shirtless men tenderly cradling their four-legged charges in a shoot by New York celebrity photographer Mike Ruiz.
In pictures that are right up there with THAT Athena poster of a topless man and his baby, these gratuitous guy-plus-dog snaps sure know how to appeal to their target audience.
Photographer Mike adopted his own beloved pit bull Oliver in 2012, in a move that made him want to do more for animals in need.
He shot the calendar in September and pre-orders began flooding in to the Louie's Legacy website the next day.
"It has been a wild success, far beyond our expectations. We are so happy that so many more dogs the need to be adopted or fostered will now have the chance," says Mike.
"I just hope that people enjoy the images, and that they are reminded daily that adopting and loving an animal is the most humane thing a person can do. I hope we sell a million so that Louie's Legacy can broaden their services to be able to help more dogs find forever homes."
In case you're interested, the calendar costs US$19.99 (around £13) and is available to order from 24 November 2014 - find out more here or take a look at a few preview photos in the gallery, above.
Photos: Mike Ruiz/ Rex Features