Do Animal Welfare Education Campaigns Really Work? An Evaluation of the RSPCA's #DogKind Campaign in Raising Awareness of Separation-Related Behaviours in UK Dog Owners

Simple Summary Animal charities want to teach people about what animals need and often run campaigns to achieve this. These campaigns usually focus on different aspects of animal welfare. In March 2019, the Royal Society for the Prevention of Cruelty to Animals (RSPCA) launched a campaign called #DogKind. It aimed to increase awareness of dog owners to identify separation-related behaviours in dogs and encourage owners to seek help from reliable sources. To evaluate the campaign's effectiveness, we asked people a series of questions before and after the campaign. We also tested whether adding a video to the website's information made any difference to the campaign's effectiveness. This study found that the campaign successfully reached its target audience of 25-34-year-olds but did not help dog owners become more aware of separation-related behaviours or increase the number of owners intending to seek help from reliable sources. Additionally, showing a video as part of the campaign did not improve its effectiveness. This study shows that this campaign had limited success in achieving its targets and highlights the importance of thorough evaluations of campaigns as educational interventions.Abstract One of the main aims of companion animal welfare charities is to educate the public about the needs of animals. This is frequently performed through campaigns focusing on specific aspects of welfare. The Royal Society for the Prevention of Cruelty to Animals (RSPCA), Britain's biggest animal welfare charity, launched the nationwide #DogKind campaign in March 2019. Targeted mainly at 25-34-year-olds, the campaign aimed to increase awareness of separation-related behaviour (SRB) among dog owners and encourage them to seek help for SRB from reliable sources. This research involved a quasi-experimental, non-equivalent control group design evaluating the campaign's effectiveness. It was conducted through a series of online surveys at three different time points: before the launch of the campaign (n = 2002), six months after (n = 2423), and, again, two months later (n = 269), during which we asked the same questions regarding knowledge of SRB. An experimental trial of 269 participants tested whether accessing a video alongside the campaign web pages increased the effectiveness of the campaign objectives. Overall, the campaign appeared to be effective in reaching its target audience but not at raising awareness of SRB or increasing the number of owners intending to seek help. The inclusion of a video in the campaign made no difference to its effectiveness. This study shows that this campaign had limited success in achieving its targets and highlights the importance of thorough evaluations of education interventions that aim to improve the welfare of companion animals.