It’s the death heard around the world.
The drowning of Bruce, a one-year-old English bulldog, has sparked national attention, raised more than $13,000 for his family and prompted a community protest this Wednesday.
National news outlets have reported the death, while social media posts have exacerbated the issue, reaching hundreds of thousands of people.
The hashtag #JusticeForBruce has circulated across Instagram and other social media outlets as supporters’ express condolences, donate to Bruce’s family and call for accountability.
A GoFundMe organized my Ashley Merz’s sister, Savannah Genet, had raised more than $13,000 as of Monday evening. Hundreds of donors continue to leave messages remembering Bruce and offering support for his family.
Merz has documented her grief publicly and through a series of Instagram posts that have resonated with thousands of followers.
“Our sweet baby boy was taken from us yesterday in a horrific way. We are devastated and completely at a loss for words. We wouldn’t wish this kind of pain on anyone. He should be here with us today,” Merz said.
Bruce drowned during what was expected to be a routine day at Camp Canine, on Santa Barbara’s Eastside. The dog’s family alleged they were not contacted when the incident occurred and did not learn of Bruce’s death until a family member arrived to pick him up later that afternoon.
They also allege Bruce was not transported to an emergency veterinary hospital before they were notified and that his body was returned to them in a storage container.
On Sunday, Merz thanked supporters for rallying around Bruce’s story, writing that the “The WHOLE WORLD is fighting for you” while remembering her dog as “Forever our Brucie Boy.”
Later Sunday night, Merz continued sharing the emotional toll of the loss through Instagram Stories.
The New York Post, Fox News, and KTLA, are among the news outlets that have covered the dog’s death.
A WorldStar Instagram post about Bruce’s death has amassed over 42,700 likes, 4,700 comments, and 11,800 shares by Monday evening. Another Instagram Reel discussing the incident has surpassed 90,000 views.
Many commenters expressed sympathy for Bruce’s family while calling for accountability.
Instagram user @theforeigndoll addressed the Santa Barbara Police Department’s official Instagram account stating, “We want accountability. If a child died due to negligence while in the care of a babysitter, nanny, or daycare, there would be serious consequences. Animals are living beings capable of feeling pain, fear, and love, and they deserve that same level of care, integrity, and responsibility.”
Other users reacted with anger.
On a viral post by @magameg45.47 , Instagram user @dmeissba88, stated “Time to go full John Wick,” and user, @dan.norseman said “That place needs to be sued until they cant keep their doors open.”
Discussion has also spread to reddit, where users shared condolences, discussed pet daycare safety, debated the incident and claimed to have had previous experiences with Camp Canine.
One Reddit user recounted reading another user’s post describing their experience with Camp Canine that ultimately dissuaded them from using their services altogether.
Supporters are expected to gather outside Camp Canine at 10 a.m. Wednesday for a peaceful protest honoring Bruce and calling for accountability.
