Utopia Imagine... Crete without any stray dogs and all dogs are with responsible dog...
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Transcript of Utopia Imagine... Crete without any stray dogs and all dogs are with responsible dog...
Utopia
Imagine...
Crete without any stray dogs andall dogs are with responsible dog owners...
...there would NEVER be a stray dog problem
Addressing Root-Cause
“We believe that the problem of stray dogs is caused by dog owners ... irresponsible dog owners.”
Key Aim
In order to reduce animal suffering and the number of unwanted dogs on the street, we must change people’s attitudes and behaviours and make them responsible dog owners.
Responsible Dog Ownership
• Love & care• Food & Water• Visiting vet• Walking on lead• Clean up• Neuter• Microchip
Subsidised neutering
• With participating vets• CAWG and customer share the cost
- Male at €65- Bitch at €125
• Free microchip
Marketing – why?
“For the costs of helping one stray, you can print 10,000 leaflets to change people’s attitudes and behaviours and avoid many 100’s of strays in the future.”
Marketing – subsidised neutering
• Neutering dogs helps to reduce unwanted puppies and stray dogs
• Subsidised neutering incentivises dog owners
• Development of SNP & RPO campaign
Marketing – subsidised neutering
• Target driven• Audience specific• Multi media• Emotive• Call to action
The audience
• Two segments:• Pet dog owners• Hunters
• Each group requires specific approach, campaign and message
The Message
Neuteringthe responsibility is only yours, the cost we share
The Campaign – pet dog owners
• TV advertising• Shop posters• Billboards• RPO Information
booklet
• Print advertising• Events• Merchandise• Price promotion
TV advert
• High impact• Consistent message• Repetition• Strong call to action
Posters
She does not know what world she will bring her children into. If she did then she would not do it.
Have you ever wished you were never born? Some think it every day.
If this moment does not have a future, it is because you didn't neuter your dog in the past.
Posters
• Emotive and captive imagery to attract attention
• Consistent look for recognition• Thought-provoking headlines• Consistent message• Strong and clear call to action
Posters
Billboard/booklet/Give aways
• Billboards at key central ‘walking dog routes (port and park)
• Information booklet about all aspects of RPO
• Free ‘give-aways’ with website & SNP number
Billboard/booklet/Give aways
Price promotion
• Male remain at €65, but costs for bitch lowered from €125 to €95
• In light of economic crisis and financial pressures
• In order to keep stimulating demand
€125 €95NOW
Print & free publicity
18-30 MagazinePatris Newspaper
Hunters – posters & print
• Message - A neutered dog is a better hunting dog
• 100% paid for• Shop posters &
hunting publications
Does marketing work?
• Increase in number of dogs neutered• Dogs are neutered at an earlier age• Proportion of bitches neutered
increase• Change in attitudes? Market
Research...
Does marketing work?
Dogs Neutered
23
141107
143
200
0
50
100
150
200
250
2007 2008 2009 2010 2011
Year
No
. o
f D
og
s
Dogs Neutered
Sex of Dogs Neutered
16
104
70
110
162
7
37 37 33 38
0
20
40
60
80
100
120
140
160
180
2007 2008 2009 2010 2011
YearN
o.
of
Do
gs
Females
Males
Public Attitude Survey 2011
• Setting research objectives
• Develop research method
• Questionnaire design
• Volunteer recruitment
• Surveying
• Data processing
• Analysis
• Conclusions
What we are trying to achieve?
• Establishing base data against which change over time can be measured.
• Obtaining an idea on attitudes and behaviours regarding responsible dog ownership.
How we did it?
• Over a period of one week in November 2011
• Handing out questionnaires in centre of Heraklion (cafe/bars)
• Different questionnaires for dog and non-dog owners
• Volunteers collecting the questionnaires when completed
• Manual data processing
• Analysis using Excel
2011 Results
Profile Dog Owners (74 responses)
• Mainly female, between 18-44 out of centre, household of 4 people with children over 12 and mostly (58%) have one dog
Profile Non-dog owners (129 responses)
• Male and female, between 18-44, household of 4 people with children over 12
Where did you get your dog?
Found on the street
Bought in pet shop/vet
From shelter
Friends/family/neighbours
Other
0% 5% 10% 15% 20% 25% 30% 35% 40%
33%
25%
2%
35%
5%
Why do you have a dog?
Companionship for me
my children wanted dog
Makes me exercise
Dog guards the house
Educational (to teach children responsibility)
All my friends have dogs
Image (like celebrities)
0% 10% 20% 30% 40% 50% 60% 70% 80% 90%
85%
9%
1%
28%
3%
0%
0%
Is your dog neutered?
• 83% of dog owners have not neutered their dog
• 78% do not have microchip
Didn’t want puppies
Easier to control (behaviour, calmer)
Health benefit
Vet’s advice
Other
0% 5%10%
15%20%
25%30%
35%40%
45%
42%
33%
42%
33%
25%Why neuter?
Too expensive
Neutering is unnatural
Neutering is unhealthy
Never thought about neutering/didn’t know
No time
Vet advised “don’t neuter”
Other
0% 10% 20% 30% 40% 50%
10%
40%
20%
8%
0%
12%
13%
Why not neuter?
Other RPO indicators
• 94% of dog owners visit the vet at least once per year
• Dogs are either kept in the house (49%) or in the garden /balcony not tied up (45%)
• 72% take dog for walks of which 71% at least once per day
• 59% leave dog unattended for 8 hours or more
Less than 4 hours
About 8 hours
More than 12 hours
More than 18 hours
24hours
0% 5% 10% 15% 20% 25% 30% 35% 40% 45% 50%
41%
47%
5%
4%
3%
Other RPO indicators
• Half of dog owners always walk the dog on a lead• One in 5 dog owners do not clean up after the dog
(80% does :)• 29% of dog owners walk their dogs less than 1 every
day
Views on stray dogs• 28% believe it is normal to have stray dogs on the
street (31% of non-dog owners)• Abandonment of puppies and pets are considered the
main causes of strays = irresponsible dog owner• 77% believe that the problem can be solved by putting
strays in sheltersQuestion – does this address the root-cause of the problem?
Subsidised neutering
“I don’t like subsidised neutering because I believe if people decide to have a dog they should be responsible enough to be able to pay all necessary veterinary bills, including the full price of neutering.”
“I support subsidised neutering because it reduces the costs and people are more likely to neuter their dogs.”
Agree Disagree
77% 23%
34% 66%
Results non-dog owners• 65% believe that stray dog
problem can be solved by finding them homes
• 43% believe that people are not behaving more responsibly compared to 5 years ago
• Not cleaning up after the dog is biggest irritation with dog owners
Noise/barking
Not cleaning up
Free-roaming/uncontrolled
Other, specify.......
0% 10% 20% 30% 40% 50% 60% 70% 80%
16%
68%
34%
4%
What irritates you most?
Subsidised neutering
“I don’t like subsidised neutering because I believe if people decide to have a dog they should be responsible enough to be able to pay all necessary veterinary bills, including the full price of neutering.”
“I support subsidised neutering because it reduces the costs and people are more likely to neuter their dogs.”
Agree Disagree
77%/ 74% 23%/ 26%
34%/ 41% 66%/ 59%
What makes a responsible dog owner?
Top 3
1st Giving the dog love & attention
2nd Visiting the vet regularly
3rd Make sure they have enough water & food
Bottom 3
9th Ensure dog has microchip
10th Neuter the dog
11th Walking the dog on a lead
So finally...
In order to solve the problem of strays in the long term we must continue to develop responsible dog ownership through effective marketing and communications;
We must also continue to measure change over time in order to understand if what we do works;
We can not do it alone – all stakeholders should re-think their focus and apply resources that truly address the root-cause of strays.