An investigation by BBC Africa Eye has uncovered a disturbing scam in Uganda, where dogs are allegedly abused and exploited in fake rescue campaigns to solicit donations from animal lovers worldwide.

The probe centres on a dog nicknamed “Russet,” whose image appeared in hundreds of emotional social media posts showing him severely injured and pleading for help. The videos, widely shared across platforms like TikTok, Instagram, and Facebook, claimed he had been in an accident and urged viewers to donate for treatment. Thousands of dollars were raised—but the dog never recovered.

Journalists traced the operation to Mityana, a town about 70km from Kampala, which has become notorious among activists for fraudulent animal shelters. These operations stage distressing scenes with malnourished and injured animals to attract sympathy and money from donors, particularly in Europe, North America, and Australia.

According to the investigation, multiple social media accounts reuse the same dogs and locations, often filming in rented “shelters.” Content creators reportedly pay fees to access these sites and produce videos designed to manipulate emotions, sometimes exaggerating or fabricating stories of abuse and neglect.

Undercover BBC reporters gained access to one such facility run by a man identifying himself as Charles Lubajja. Inside, they found dogs crammed into filthy cages, many appearing weak and underfed. Lubajja allegedly admitted that the primary goal of the shelter was to generate income through deception, even sharing tactics such as staging fake veterinary treatments and inflating costs.

More shockingly, he claimed that some scammers had deliberately injured dogs in the past to create more compelling content. “When they ran out of content, some people started cutting the dogs and asked for money,” he told undercover reporters.

The investigation found that over the past five years, more than $730,000 has been raised through fundraising platforms like GoFundMe for animal shelters in Uganda, with nearly 40% linked to Mityana.

Animal welfare activists say the problem is fueled by well-meaning but unverified donations. Bart Kakooza of the Uganda Society for the Protection and Care of Animals warned that unchecked generosity is “fanning the fire” of cruelty.

Campaign groups such as We Won’t Be Scammed have emerged to expose fraudulent accounts and raise awareness. Its founder, Nicola Baird, said many donors unknowingly contribute to abuse. “All that pain is just for a few donations,” she said.

Russet was eventually rescued and taken to a veterinary clinic in Kampala by Dr Isa Lutebemberwa. However, despite surgery, the dog died days later. The vet suggested the injuries were unlikely to be accidental, noting multiple fractures in similar positions.

Authorities in Mityana have previously conducted raids, rescuing abused animals and arresting suspects, but enforcement remains weak. Activists are now pushing for stronger legal action, including private prosecutions, to dismantle the networks behind the scams.

The investigation highlights a growing global issue where social media and emotional storytelling are being weaponized for profit—often at the expense of vulnerable animals.