Reality TV star Pete Wicks, best known from The Only Way Is Essex and his recent stint on Strictly Come Dancing, has once again proven his deep passion for animal welfare. The 37-year-old stepped in personally to cover the veterinary costs for a critically ill rescue dog, a move that triggered an immediate and overwhelming response from fans and animal lovers alike.

Wicks, a longtime ambassador for Dogs Trust – the UK’s largest dog welfare charity – has been immersing himself in the world of dog rescue through his hit series Pete Wicks: For Dogs’ Sake, which returned for its third season on January 5, 2026. The show follows him as he works hands-on at various Dogs Trust centers, helping to rescue, rehabilitate, and rehome vulnerable dogs. It’s during filming that Wicks encounters countless heartbreaking stories, from neglected pups to senior dogs facing serious health issues.

In one particularly moving case, Wicks met a rescue dog battling severe health challenges, including conditions that required ongoing and expensive medical care. Unable to stand by, the celebrity offered to foot the bill for all treatments himself, ensuring the dog could receive the care needed without burdening potential adopters. This gesture not only highlighted the financial barriers many face when considering rescue dogs with medical needs but also underscored the rising costs of veterinary care amid economic pressures.

Dogs Trust reports that thousands of dogs enter their centers each year due to owners struggling with vet bills, a trend exacerbated in recent years. Wicks’ involvement has shone a spotlight on this issue, encouraging more people to consider adoption over buying from breeders. His show has already driven significant increases in adoption applications and rehoming success, with centers like Basildon reporting hundreds more dogs finding homes thanks to the publicity.

The response to Wicks’ act was swift and emotional. Social media erupted with praise, as fans shared stories of their own rescue dogs and pledged support for similar causes. Many expressed how his genuine empathy – often seen through tearful moments on the show when dogs receive devastating diagnoses like cancer or heart conditions – inspires them to get involved.

Wicks himself owns two rescue dogs and has a history of animal advocacy, including past missions to shut down dog meat farms abroad. He frequently emphasizes that rescue dogs offer “unconditional love” despite past hardships, a resilience he finds profoundly moving.

This latest story is a testament to how celebrities can use their platform for real change. By covering costs and raising awareness, Wicks is helping bridge the gap for dogs that might otherwise spend their final days in kennels. As For Dogs’ Sake continues to air, viewers are reminded of the joy and challenges of giving abandoned animals a second chance – and one star’s unwavering commitment to making that happen.