WINNIPEG, Manitoba — A new docuseries shining a light on the challenges of stray dog rescues in rural Canadian communities premiered this week, following a professional football player and his partner as they navigate heart-wrenching missions to save vulnerable animals. Must Love Dogs, a 10-part series that debuted on April 20 on CBC Gem, tracks Brady Oliveira and Alex Blumberg, a Winnipeg couple whose volunteer work with the Manitoba-based organization K9 Advocacy takes them into remote First Nations areas grappling with stray dog overpopulation.
The show's opening episode sets a tense tone right away, depicting a stray dog that has wandered onto a property and given birth to puppies under a shed, just out of reach. Oliveira, a running back for the Winnipeg Blue Bombers, and Blumberg face the high stakes of the situation: without intervention, the newborns could fall victim to predators, illness, bad weather, or starvation. Blumberg attempts to squeeze under the structure, but it's futile, leaving the rescuers momentarily at a loss. Viewers are left in suspense as the half-hour episode unfolds, showcasing the couple's determination in the face of such obstacles.
Each installment of the series, running about 30 minutes apiece, immerses audiences in the couple's volunteer efforts with K9 Advocacy, a group dedicated to addressing the stray dog crisis in rural First Nations communities. These areas often lack the resources to manage large populations of unmanaged dogs, leading to widespread issues for both the animals and residents. Oliveira and Blumberg's missions highlight the logistical and emotional demands of the work, from coaxing wary strays to transporting them to safety.
Oliveira, who balances his high-profile career on the gridiron with this hands-on advocacy, reflects on the frustrations of rescues where the dogs' instincts make cooperation difficult. "There were a few rescues in Season 1 where I just wish the dogs understood that, hey, we’re here to help you. Please just come to us … We’re gonna feed you, we’re gonna give you water, lots of love. Your life’s gonna forever change," he said in an interview. "And unfortunately, they don’t understand that right away. Sometimes it takes time. It takes a lot of patience."
The football star's involvement in animal rescue began about six years ago, sparked by an invitation from his friend Ryan Klassen. Klassen, who appears throughout the first season, is partnered with Jasmine Colucci, a First Nations nurse and the founder of K9 Advocacy. Colucci established the organization to tackle the stray dog problem in underserved communities, providing spaying, neutering, vaccinations, and adoption support. Oliveira joined Klassen on his first rescue mission and has been hooked ever since, finding a sense of purpose that complements his athletic life.
Blumberg brings nearly two decades of experience to the partnership. Her passion for rescues was instilled early by her mother, a longtime volunteer with the Humane Society. "My mom was always a big advocate for rescue dogs, and she volunteers for the Humane Society," Blumberg explained. "So I grew up around rescue dogs when it wasn’t really a thing. Back then, rescue dogs were unheard of or considered dangerous dogs or return dogs."
After starting a rescue adoption agency with her sister in British Columbia, Blumberg relocated to Winnipeg and connected with K9 Advocacy. It was there that she met Oliveira, and their shared commitment has since deepened both their relationship and their rescue efforts. Blumberg, who works as a real estate agent and social media influencer, uses her platforms to raise awareness about the cause, blending her professional skills with advocacy.
While the work offers profound fulfillment, it isn't without its toll. The series delves into personal stories that underscore the emotional weight carried by rescuers. One poignant account involves a dog named Stella, whom the couple fostered. Stella gave birth on their couch, and Blumberg took special care of one particularly weak puppy. Tragically, the pup did not survive.
"That was probably one of the hardest moments for me personally," Blumberg shared, her voice conveying the lingering pain. "It helps a lot to have a partner like Brady, who fully understands what I’m going through and what it takes to be in this world. He’s very calm, very level headed. He’s positive, like, celebrate the small wins. We can’t save them all."
Oliveira's steady presence provides crucial support during these difficult times, helping Blumberg process the losses that are inevitable in rescue work. Their dynamic, portrayed authentically throughout the series, illustrates how personal relationships can sustain long-term commitment to a cause. K9 Advocacy's efforts extend beyond immediate rescues; the organization collaborates with communities to implement sustainable solutions, such as education programs and veterinary outreach, to prevent future overpopulation.
The broader context of stray dogs in rural First Nations communities reveals systemic challenges. According to reports from animal welfare groups, factors like limited access to veterinary services, economic constraints, and geographic isolation exacerbate the issue. K9 Advocacy, founded by Colucci, has been operating for several years, focusing on humane interventions that respect cultural sensitivities while prioritizing animal welfare. The docuseries brings visibility to these struggles, potentially drawing more support and resources to the region.
Oliveira emphasizes that Must Love Dogs is more than just a feel-good watch; he hopes it motivates viewers to take action. "We’re on this earth to make it a better place," he said. "If your purpose so happens to be dogs, this show is for you. I hope it inspires you to say, ‘OK, I want to get involved.’ Whether that’s going to your local shelter and taking a dog out for a walk or dropping off donations, or fostering, or adopting a dog — whatever the case is."
Blumberg echoes this sentiment, noting how the series humanizes the rescuers and the animals alike. By streaming on CBC Gem, the show reaches a national audience, introducing urban viewers to the realities of rural animal welfare. Early feedback has been positive, with social media buzz highlighting the couple's relatability and the raw emotion of the rescues.
As the series progresses through its 10 episodes, it covers a range of scenarios, from routine pickups to high-drama extractions. One recurring theme is the transformation of the dogs once they're in safe hands—fed, vetted, and prepared for adoption. K9 Advocacy reports that many of the animals featured find forever homes, contributing to the organization's success rate.
Looking ahead, Oliveira and Blumberg plan to continue their work with K9 Advocacy, regardless of the show's trajectory. A potential second season could expand on their initiatives, perhaps incorporating more community stories or policy discussions around animal welfare in Indigenous territories. For now, Must Love Dogs stands as a testament to grassroots efforts making a difference, one rescue at a time.
The premiere's timing aligns with growing public interest in animal adoption, especially post-pandemic, when shelter numbers surged. According to the Canadian Federation of Humane Societies, adoption rates have rebounded, but rural programs like K9 Advocacy remain underfunded. By spotlighting Oliveira and Blumberg's story, the docuseries could bridge that gap, encouraging donations and volunteerism across the country.
In Winnipeg, where the couple is based, local animal groups have already noted increased inquiries following the debut. Oliveira, fresh off a strong season with the Blue Bombers, uses his platform to amplify the message, blending his worlds of sports and service. As Must Love Dogs gains traction, it underscores a simple truth: compassion knows no boundaries, whether on the field or in the field.