Save the Seals wasn't the most widely known charity campaign - until Pamela Anderson started supporting it, that is.
Dressed in printed T-shirt dress, the actress showed off her enviable figure and cosied up to a grey seal mascot, all in the name of protecting the animals.
The 42-year-old is fronting a People for the Ethical Treatment of Animals (PETA) campaign against Canada's commercial seal hunting.
Speaking to reporters at the launch, the Baywatch star said she was getting involved to save her native country from the international 'embarrassment' of its actions.
Each year, seal hunting begins in spring with the slaughter of seal pups.
According to PETA, more than 330,000 harp seals in Canada were slaughtered last year.
Upfront message: Pamela modelled for Richie Rich at Toronto Fashion Week
Celebrity backing: Pamela Anderson campaigns outside the Ontario Legislature building in Toronto
Sadly for Anderson, the deaths of seals is not the only issue she has to worry about at the moment.
Earlier this week, she spoke about about the disastrous home-building project which has left her hopelessly in the red.
The 42-year-old has been forced to move into a trailer park during construction of her beach house in Malibu, California.
Now she fears she may have to sell it altogether after going massively over budget.
She said: 'I am $3million over budget and I should have moved in over a year ago. I’m tiling the whole pool in platinum — that’s expensive!'
The Playboy and Baywatch star sobs whenever she visits the house, which she bought for £850,000.
She said: 'I’m going to sell it. I hate it. People commit suicide over constructions.
'Relationships break down over constructions and I can see why. It rips your heart out'
Anderson was speaking to former EastEnders star Joe Swash for a documentary called Pamela Anderson: At Home With Joe for Living TV.
She showed Swash, 27, and his film crew around the house and told him the financial situation was so bad that she lives in a trailer with her electrician boyfriend Jamie Padgett, 42, and her two sons Brandon, 13, and Dylan, 11.
She reportedly has just $4,000 (£2,400) in the bank and needs to spend at least $800,000 (£480,000) more to make the house habitable.
Last week it was revealed that she has signed up for a two-week stint as the Genie in Aladdin at the New Wimbledon Theatre.
When her guest appearance was announced, box office takings increased by 800 per cent, but she will reportedly earn only £375 a day.
Young pup: Kelly Osbourne is supporting the campaign with Pamela Anderson
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