We are students of Coventry University acting towards convictions for those who abuse animals. As part of our course, we have to engage in a Journalism Activism module and we decided to fight for animal rights as this is something we feel passionate about and believe that a lot more work can be done for. We are Pawse For Thought and you can follow us on Twitter and Instagram- @pawsecause.

1. Jess Allen, Yasmin Banner, Libby Beacham,
Rhiannon Everton, Jess Sage

2. Promoting animal rights
Preventing animal cruelty
Emphasis on conviction
OUR MAIN AIMS

3. WATCH: RSPCA - The Dog Rescuers.
Video from YouTube.

4. Journalistic Involvement
It’s not specific to journalists.
 Journalists have the position of power – they
can provide the voice of animals who suffer
cruelty
 There are plenty of animal welfare charities
and organisations – we want to be different by
having a main focus on securing convictions

5. Animal Cruelty as a Crime –
The Stats
159,831 complaints of animal
cruelty in 2014. Only 2,419
convictions were secured. Source
That’s a 1.51% conviction rate –
compared to 84% conviction rate
of GBH with intent on human
RSPCA are the main
charity/organisation to pursue
cruelty crime
The maximum sentence is 6
months in custody and/or
£20,000 fine

6. Animal Cruelty to Serious Crime –
The Stats
According to the Humane Society of the United
States, researchers determined that between 71
percent and 83 percent of women entering
domestic violence shelters reported that their
partners also abused or killed the family pet. Source
In a recent study, 99% of animal abusers had
convictions for other crimes, 100% of people who
committed sexual homicide (like Jeffrey Dahmer)
had abused animals, and 61.5% of animal abusers
had assaulted a human as well. Source

7. Animal Cruelty to Serious Crime –
Examples
Jeffrey Dahmer – as a child
killed neighbourhood pets
and even decapitated a dog
and impaled its head on a
stick
Albert DeSalvo (Boston
Strangler) – as a child
would trap cats and
dogs and shoot them
with arrows
Ted Bundy – watched his
father abuse animals. He
went on to kill 40 people
Andrew Cunanan
(murdered Gianni
Versace) – tortured
crabs as a child by
gauging out their eyes
with a match
Source

8. Case Study: Cecil the Lion
 American dentist Walter
Palmer killed Zimbabwe
national treasure Cecil the
lion – who was part of a
study at Oxford University
and a main attraction at
Hwange National Park
 He shot Cecil with an arrow,
then stalked him for 40
hours before shooting with
a rifle Source
 Global outrage – but
Zimbabwe will not be
charging Palmer with any
crime Source
Walter Palmer (left) with another trophy kill

9. Case Study: Lancaster Greyhound
 A greyhound was found dead and “dumped like
rubbish” with its right ear cut off in what’s believed
to be an attempt to stop identification
 Racing greyhounds are tattooed on their right ears
 Campaigners are offering a £2,000 reward for
information
Trudy Baker (Greytexploitations
group): "It's incredibly sad but
greyhounds are over-bred for the
gambling industry, and the ones that
no longer make the grade become
disposable commodities," she said.
"We are hoping that this case ends in
a prosecution."
Source

10. #PAWSEforthought –
Social Media Strategy
Focus on Twitter, Facebook and Instagram
 Instagram: Place for sharing photos. Re-creating
Disney style images and other campaign images
 Twitter: To share infographics and Instagram images.
Ensuring retweets (measurable) and ability to reach
thousands – more measurable use of hashtag cause
Twitter polls – more chance of engagement on
primary research
 Facebook: To ensure shares (measurable) –
infographics and Instagram images. Short videos

11. Images for Shock Tactic
 Comparison of animal abuse to domestic
violence and other serious crimes
 Using Disney images (One Green Planet) as
inspiration – starting a photo project of our
own images
 Not using abuse images of animals but
focusing on appealing to imagination

13. Other Media Strategy
 Charity – RSPCA help to raise awareness
 Online petitions
 Protests
 Volunteering
 Political Support
 Celebrities – Ricky Gervais / Russell Brand as
voice of influence
 Green Party – expert opinions, spokespeople and
benefactors