Dogs Trust is running an advertising campaign in Welsh pubs and clubs to encourage men to neuter their dogs.
It is sending 10,000 beermats and 50,000 posters to pubs and working men's clubs in Swansea, Neath and Port Talbot. The campaign is designed to tell drinkers that neutering their dogs doesn't adversely change their pet's personality and has enormous health benefits.
"Men don't understand the benefits of neutering their dog and often have preconceived ideas," said Sian Edwards, the charity's campaigns officer for Wales.
The campaign materials state: "Now you can neuter your dog for just £25 (We'll drink to that)" and explain that the charity's dog neutering fee for people on means-tested benefit is almost £100 less than that charged by most vets.