It turns out, the animal charity being helped was Japan Hearing Dogs for Deaf People. These are dogs trained to alert their hearing-impaired owners if a phone is ringing, a smoke alarm is going off, or any other notable noises they are trained to respond to are happening. It seems there are only 14 of them available for the whole of Japan (if I read that right). That is their logo above. It kind of looks like he's transmitting sound from his ears, but we get the idea. Sounds like a good organization.
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