Helping children understand the importance of animals.

In the long term, education is one of the most important elements of a comprehensive approach to changing behaviour. As human behaviour and social norms are an extremely influential factor in how animals are treated, and often heavily ingrained, we believe that the future of animal welfare lies with younger generations showing compassion and understanding.

We believe teaching children how to respect and care for all animals begins to address the core cultural issues prevalent in many countries. We work with local project partners to understand the local animal welfare issues present and help them to organise tailored and effective outreach, education and awareness programmes. We help them to create initiatives that address the relevant issues they face.

If possible, outreach and education initiatives should be developed in coordination with the local education authorities, schools and councils, and should be carried out by trained professionals. All stakeholders can advise on content and provide impetus for initiatives, delivery should be carried out with expert support.

It is important to engage all potential sources of youth outreach and education to ensure that messages are kept relevant and consistent. Ideally, this should include animal welfare groups, the veterinary profession, schools, enforcement bodies and the media.

Depending on the agreed programme, the outreach and educational messages can be communicated in many ways, including:

• formal sessions and structured lessons in schools,

• leaflets and brochures provided to target audiences,

• awareness raising in the public through the press, billboards, radio and TV,

• directly engaging people in discussions as part of community-based programmes.