Once a week, New Yorker and social media influencer Bryan Reisberg takes a shelter dog from Soho’s Best Friends Animal Society for a ride.

After strapping the dog into a special backpack he created, Reisberg walks around town or jumps on the subway, showing off the dog’s social side. Then he posts their antics online in hopes someone will adopt the pooch.

Since he started last July, 10 of the 11 dogs he’s taken out have been adopted. And the shelter has secured at least 100 more adoptions than the same period last year. He’s literally saving dogs’ lives.

Reisburg says it’s “probably the most fulfilling thing I’ve ever done.”

See Reisberg and the dogs in action!

(Photo credit CBS News New York)