animal welfare khush

8/8/2019 Animal Welfare Khush

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SOCIAL MARKETING

ANIMAL WELFARE

PROF. GARIMA SHARMA

GROUP MEMBERS ROLL NO:

GIRISH KHANNA 49

HASEEB PARKAR

JAFFAR BOHRA 64

KARAN PAREKH 75

KHUSHBOO TRIVEDI 78


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ANIMAL WELFARE

Animal welfare is the physical and psychological well-being of non-human animals. The term

animal welfare can also mean human concern for animal welfare or a position in a debate on

animal ethics and animal rights.

Systematic concern for animal welfare can be based on awareness that non-human animals are

sentient and that consideration should be given to their well-being, especially when they are used

by humans. These concerns can include how animals are killed for food, how they are used for

scientific research, how they are kept as pets, and how human activities affect the survival of

endangered species.

An ancient object of concern in some civilizations, animal welfare began to take a larger place in

western public policy in 19th-century Britain. Today it is a significant focus of interest or activity

in veterinary science, in ethics, and in animal welfare organizations.

In animal ethics, the term animal welfare often means animal welfares.

In Saunders Comprehensive Veterinary Dictionary, animal welfare is defined as "the avoidance

of abuse and exploitation of animals by humans by maintaining appropriate standards of

accommodation, feeding and general care, the prevention and treatment of disease and the

assurance of freedom from harassment, and unnecessary discomfort and pain."

Welfarism is often contrasted with the animal rights and animal liberation positions, which hold

that animals should not be used by humans, and should not be regarded as their property.

However, it has been argued that both welfarism and animal liberation only make sense if you

assume that animals have "subjective welfare".There is some evidence that the observed

difference between human belief in animal welfare and animal rights originates from two distinct

attitudes towards animals: (1) attitudes towards suffering; and (2) reverence for animals.


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ANIMAL WELFARE IN INDIA

As per the Indian tradition and culture, animals always had a respect and a special place in

society. Hinduism, Buddhism and Jainism have always preached kindness and compassion to

animals. Each Hindu God or Goddess is seen with an animal. Lord Krishna was a shepherd and

is seen with a cow, Lord Rama with the monkeys, Lord Vishnu with the eagle and the snake,

Lord Shiva with a snake around his neck and the bull 'Nandi' at his feet, Goddess Saraswati

goddess of wisdom and literacy is seen with swan. Goddess Amba symbol of power riding a

tiger, Lord Dattatraya always has dogs at his feet, and so on. The foundation of Buddhism and

Jainism is 'Ahimsa' or 'non-violence', not only towards fellow humans and animals, but also to

every living creature including an insect.

With such rich culture and heritage, where kindness and compassion were the foundation of

society, there was no need for animal welfare organizations, as each home was an animal welfare

institution by itself. Every home had cattle in the back yard. The bullocks worked in the fields

alongside the farmer, the cows and buffaloes provided milk to the family, but only after the

calves have had their fill. Dogs and cats lived inside the homes as members of the family. The

hen lived happily in the front yard and provided the family with eggs. Leather was made from

the hides of only dead animals. Thus it was a beautiful picture of co-existence of animals and

humans.

But today times have changed. With population explosion, urbanization and consumerism

catching up, animals are easy prey for human greed. They are soft targets for any one trying to

make a quick buck, and prime candidates for exploitation. Today even healthy, young animals

are killed for leather, meat and tallow. Calves are kept hungry and emaciated, while the cow's

milk is sold in the markets for human consumption. Chicken are kept in cramped batteries, either

for the eggs or for slaughter. Slaughter animals are made to walk thousands of miles to

slaughterhouses, or carted in trucks / tempos packed like sardines, with the result some of them

die of suffocation before they reach their destination. Rhesus monkeys and Dancing Bears

performing on the streets, with hordes of people watching them, is another eye sore in India. The

fear of the baton falling on their backs is clearly visible in their eyes. Same is the case with

thousands of animals performing in the circuses.


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Research on animals is another major issue that needs to be tackled. With tremendous pressure

from animal welfare groups in the developed countries, companies are bringing their research

work to India, where the laws are not strict and they can get away with just about anything.

Today even in Metropolitan cities like Mumbai, bullock and pony carts are seen plying alongside

cars and motorbikes; cows and buffaloes, let loose by dairy owners after extracting the milk are

seen loitering or sitting right in the middle of busy streets and eating from the garbage, which

consist of plastic, paper and sometimes even pins, hooks, or battery cells.

Similarly donkeys used for carrying loads are let loose to eat from the garbage dumps. Dogs and

cats live on the roads - many homeless and some looked after.

It is quite common to see community dogs or cats living in residential colonies. This is because

due to very fast urbanization all the open spaces are getting used up for construction of

residential complexes, and the animals like dogs and cats living on these open areas are getting

displaced. The residents that occupy these residential buildings find these animals to be a

nuisance and want them evicted.

Another victim of urbanization in the city of Mumbai is the Borivali National Park, which is the

only lung of the city, houses plenty of wild animals including the leopards. Perhaps Mumbai is

the only city in the world, where a National Park and a Metropolitan city lie adjacent to each

other. The city has been allowed to grow to such an extent that it has started encroaching into the

National Park. This lung of the heavily polluted Mumbai city, also serves as the catchments

area for rainwater that flows into the lakes supplying water to the Mumbai city. Despite its

importance, unfortunately this National Park is fast becoming smaller and smaller, with the result

leopards have started entering into the residential complexes in search of food and attacking

people.

In this situation, animal welfare in India takes on a whole new meaning. With so many animal

issues and so many animals on the streets, the need of the day is to have several animal welfare

societies in each community, whereas there is only one full fledged hospital in whole Mumbai

city which is not at all sufficient to look after all the sick and injured animals.


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NGOs that are running the ABC centers also treat the sick, injured animals or house the abandon

animals with very meager means and facilities. The Government of India is trying to encourage

setting up of an SPCA in each District of the country, but there are few takers. IDA India also

has a project on the agenda to build an animal hospital with latest technology and equipments.

The only ray of hope is the advent of television. Awareness about animal issues and environment

is spreading with youngsters watching channels like Animal Planet, National Geographic and

Discovery. They are becoming aware of the place of animals in our lives and the need to give

them due respect. IDA India hopes to tap the potential of these youngsters for welfare of animals,

and has formed the 'Compassionate Children's Club' IDA India also regularly organized the

animal welfare and awareness programs in schools, collages, and socials groups which is playing

very effective role in bringing wider vision for animal issues among the adult and children.

PETA INDIA

PETA India, based in Mumbai, was launched in January 2000. PETA India operates under the

simple principle that animals are not ours to eat, wear, experiment on or use for entertainment,

while educating policymakers and the public about animal abuse and promoting an

understanding of the right of all animals to be treated with respect.

PETA India focuses primarily on the areas in which the greatest numbers of animals suffer the

most: in the food and leather industries, laboratories and the entertainment industry. PETA

Indias investigative work, public education efforts, research, animal rescues, legislative work,

special events, celebrity involvement and national media coverage have resulted in countless

improvements to the quality of life for animals and have saved countless animals lives.

Animals deserve rights, regardless of how they taste or how convenient it is to experiment on

them. Like humans, animals are capable of suffering and have an interest in leading their own

lives. They are not ours to use for food, clothing, experimentation or entertainment.


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FIGHT FOR THEIR RIGHTS

As an activist, you can educate people in your community and

positively affect their attitudes and lifestyles. Regardless of your

level of experience with activism, PETA India can help you make

a difference for animals. You just need the desire to generate

positive change and to believe that your voice and actions matter.

We are here to help you every step of the way!

Some activists focus on one issue, while others speak out on

several different topics. The choice is yours. The important thing

is that you do something, not assume that someone else will take

care of it. Step in and speak up!

ANIMALS USED FOR CLOTHING

Animals suffer the pain and fear of being electrocuted, gassed, strangled, skinned, boiled, and

poisoned and many other atrocities to bring you the next skin purse, leather shoes, silk sari, wool

coat, or fur hat, or any other animal-based clothing or accessory.

ANIMALS USED FOR ENTERTAINMENT

Animals do not want to ride bicycles, stand on their heads, balance on balls or jump through

rings of fire, but animals in circuses have no choice. Trainers use abusive tools, including whips

and electric prods, to force them to perform.

Not only are elephants, horses, hippopotamuses, birds, dogs, camels and other animals often

beaten by trainers, they suffer from loneliness, boredom and frustration from being locked in

cramped cages or chained for months on end as they travel from city to city. Instead of being

loaded and unloaded like furniture into trucks and warehouses, these animals should be in their

natural habitats exploring, seeking mates and raising families.


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Animals held captive in circuses, zoos and other entertainment venues need you to speak out for

them. Educate your community about why, for animals' sake, parents should take their children

for a hike or to a cricket game instead of patronising cruel animal acts.

DANCING BEARS

Bears are protected under the Wildlife Protection Act of 1972, and "dancing" bears are banned

by the central government. But because of various factors, including the lack of a proper

rehabilitation plan for the animals, the ban is not being properly enforced. PETA regularly gets

calls and e-mails about bears who are forced to "dance" in major tourist destinations, including

Shirdi, Shani Shinganapur, Kolhapur, Ahmadnagar and even the outskirts of Mumbai.

Qalandars (madaris) purchase sloth bear cubs, often from tribal poachers, traders or zoos, and

then use pain and fear to train them to "dance". When the bear cub is just 6 months old, a crude

iron needle is heated and driven through the bear's nose without any anaesthetics or antibiotics,

and a coarse rope is pulled through the sensitive, swollen wound. The nose wounds often fail to

heal completely and frequently become infested with maggots. Male cubs are also castrated at a

very young age to prevent them from becoming aggressive again without any anaesthetics or

antibiotics. When the bears reach 1 year old, their canine teeth are knocked out with a metal rod.

Beatings, food deprivation and the agony of being dragged around by grossly swollen noses

teaches the bears to obey. They live the rest of their lives "dancing" at the end of 4-foot-long

ropes with no mental stimulation at all which results in severe stereotypical symptoms, such as

pacing and swaying. The owners rarely ensure that the animals receive veterinary treatment, so

these bears often die in misery because of a lack of timely medical attention.

You Can Help

y Make a commitment never to patronise people who beg or perform using bears, and askyour friends and family not to patronise them, either.

y Write letters to the editors of your local papers urging others not to patronise people whouse bears to beg or perform.


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y Hold a demonstration outside the office of the local authority. PETA would be happy toprovide you with all the materials necessary for a demonstration.

y Petition the Minister of State for Environment and Forests to implement the ban andenforce the proper rehabilitation of dancing bears.

DANCING MONKEYS

Monkeys are trained to "dance" through beatings and food deprivation. Their teeth are pulled out

by the madaris so that the animals cannot defend themselves.

The government of India has prohibited the use of bears, monkeys, tigers, panthers and lions for

street performances. All species of monkey are protected under the Wildlife Protection Act of

1972. This act declares that all Indian wildlife is government property and prohibits the capture

and possession of monkeys.

Because of a lack of enforcement of the law, however, madaris across India brazenly use

monkeys to beg for money. At the same time, there are not enough rescue facilities where

monkeys can be rehabilitated before they are released back into the wild.

You Can Help

y Make a commitment never to patronise people who beg with or perform using monkeys,and ask your friends and family not to patronise them, either.

y Write letters to the editors of your local papers urging others not to patronise people whouse monkeys to beg or perform.


y There is a dire need for rescue and rehabilitation centres for monkeys across the country.Petition the Minister of State for Environment and Forests to set up more rehabilitation

centres and enforce the ban on possessing monkeys.


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ANIMALS USED IN CINEMATOGRAPHY

Animals used in films are often treated as little more than props, and many

suffer terribly behind the scenes. A film set, with its hot arc-lights, relentless

retakes and trainers' whips, is a frightening and foreign environment for

animals.

There have been numerous cases of animals who have received severe

beatings during filmmaking. Some animals have suffered serious injuries,

and others have even died. Some animals are drugged to make them easier to

work with, and many have their teeth and claws surgically removed or

impaired or their jaws stitched shut.

Not many filmmakers realise that even if animals are not treated cruelly during the shoot, they

are almost always mistreated behind the scenes. Exotic animals are either captured in the wild or

bred in captivity, and they are trained using a combination of punishment and food deprivation.

Physical punishment has long been the standard training method for animals in filmmaking.

Although there are laws to protect animals used in filmmaking, they are hardly ever enforced.

After being approached by PETA India, the Bombay High Court issued a judgment on 22 August

2005 which required the Central Board for Film Certification (CBFC) to ask applicants to furnish

a no-objection certificate from the Animal Welfare Board of India (AWBI) before certifying any

film in which animals have been used.

Violence towards animals displayed in movies and on television even when staged makes

light of a very serious issue, and public perception about the treatment of animals is often

strongly influenced by images in the media. Although the AWBI sets minimum standards for

animals' care, the laws are insufficient and loosely enforced.


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You Can Help

y If you see a movie or a television programme which includes scenes of suspected animalabuse, write letters of complaint to the film company or the local or national television

network.

y Boycott movies which feature live animals, and ask companies which use animals in theiradvertising to switch to inanimate props.

y It is important to provide producers with feedback and let them know there is nothingentertaining about the unethical treatment of animals. Although networks expect to hear

from animal rights organisations like PETA India, hearing from individual viewers like

you sends a clear message that programming which depicts cruelty to animals will not be

tolerated by the public. Letters from individuals like you have been the deciding factor inmost of PETA's victories for animals.

y Officials at the CBFC need to hear from compassionate individuals like you. Please sendthe CBFC a letter asking that the board regulate the use of animals in films.

y Please also send a letter to movie critics who write for local or national publications andask them to include a warning about possible animal mistreatment in their reviews so that

caring people can avoid these productions.

PET TRADE

All kinds of animals can be found for sale in animal markets across the country, and all these

animals are kept in terribly inhumane conditions. Puppies are drugged to prevent them from

crying, large birds are stuffed into small cages, and star tortoises and other protected animals are

sold openly. Fish are sold in almost all pet shops and are kept in terrible conditions.

Wild birds, including parakeets, munias and mynas, who are protected under the Wildlife

Protection Act of 1972, are sold in the market. It is estimated that for every bird sold in the

market, two die en route. Fledglings are stolen from their nests and smuggled to market in

cartons and tiny boxes, and some are even rolled up inside socks for transport to cities. Captive

birds' wings are crudely clipped with scissors to prevent them from flying. The birds are doomed

to a lifetime in cramped cages in which they can hardly stretch their wings.


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Despite the Wildlife Protection Act, which bans the trade and trapping of all indigenous birds,

and the Convention on International Trade in Endangered Species, which restricts the trade in

foreign birds, a black market in birds thrives openly, involving many of the country's estimated

1,200 species. Laws designed to protect India's birds are well intentioned but rarely enforced.

You Can Help

y Make a commitment never to buy any animal from a pet market.y Write letters to the editors of your local papers urging people not to buy from pet

markets.

y Adopt animal companions from local animal shelters and encourage others to do thesame.

y Never keep a wild animal in your house. Wild animals belong in the wild.y Inform your local forest department about illegal markets.

COCKFIGHTING

Roosters raised for fighting are often confined to cramped cages and tormented to make them

aggressive. Razor-sharp spurs are attached to the birds' feet to make fights more "exciting" (i.e.,

bloody). The birds suffer broken wings and legs, punctured lungs, severed spinal cords and

gouged-out eyes. Those who die during or after the fight are really the "lucky" ones: the

survivors are forced to fight again. There is no real "victory" for fighting cocks.

Although cockfighting is illegal under the Prevention of Cruelty to Animals Act of 1960, many

birds are forced to fight to the death every year in different parts of the country. Gambling is the

norm at cockfights. Young children are often present at cockfights and exposure to such violence

can promote insensitivity to animal suffering and lead to other forms of violence. Cruelty to

animals has been shown to lead to violent crimes against humans.

You Can Help

y Make a commitment never to patronise cockfights, and ask your friends and family not topatronise them, either.


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y Write letters to the editors of your local papers urging others not to patronise cockfights.y If you know of a place where such fights are organised, inform your local SPCA or

complain to the police immediately.

ZOOS

Zoos claim to educate people and save endangered species, but visitors often leave without

having learned anything meaningful about the animals' natural behaviour, intelligence or beauty.

Furthermore, most animals in zoos are not endangered species.

Despite their professed concern for animals, zoos often put profit ahead of animal welfare. Even

under the best circumstances, captivity is cruel for animals who are meant to roam free. Zoos'

manufactured habitats usually preclude natural behaviours like flying, swimming, running,

hunting, climbing, scavenging and partner selection. The physical and mental frustrations of

captivity lead to abnormal, neurotic and even self-destructive behaviour, such as self-mutilation.

PETA investigators visited many zoos throughout India and found appalling neglect, decrepit

facilities and animal suffering on a massive scale. Every facility was seriously deficient in terms

of food, drinking water, housing, veterinary care, environmental enrichment, safety and security.

Countless animals were found to have no food or water. Many live in concrete and iron cages

which do not have any enrichment or even a blade of grass. Some cages are so small that the

animals can barely move. Many animals exhibit neurotic and abnormal behaviour, including

pacing, head-bobbing and extreme agitation. Some have visible injuries and are clearly ill.

Animals are often housed inappropriately. In several facilities, PETA found predators housed in

close proximity to animals who are their natural prey a situation which causes extreme stress to

both types of animals. Some social primates are housed individually, and one elephant was seen

chained by both front legs. Many animals have no shelter to protect them from weather extremes

or to give them privacy.


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Animals were observed eating debris, rotten food and items which were thrown into their cages.

Moats which are supposed to be filled with water are often dry, fencing is rusted and insecure,

and cages are barren and bleak.

Some facilities have few or no staff members present much less security. Many zoos which are

officially closed are still functioning. Visitors were seen feeding the animals with no zoo

personnel in sight. Our investigators saw visitors teasing and taunting animals and throwing

rocks and debris. Few or no educational materials were available.

After PETA filed a lawsuit against the Mumbai Zoo, conditions improved for a number of

animals, including the following:

y Four porcupines were released into the wild.y Several peacocks were released into the forests.y Seven pythons were released into the wild.y Several sambars were relocated.y A bear named Mohan was transferred to a better facility.y One hippopotamus was sent to a better facility at Surat.y Two hippopotamuses were sent to a better facility at Kolkatta.y

An elephant named Rajkumar was transferred to another facility.

Following an undercover investigation by PETA at the Sangli Zoo, the zoo closed and the

following animals were relocated:

y Seven lions and three foxes were sent to Indira Gandhi Zoological Park inVisakhapatnam.

y Three bears were sent to Sur Sarowar Bear Facility in Agra.y One rhesus macaque, one crested serpent eagle, and two kites were sent to Katraj Rescue

Center at Pune.

PETA also rescued two bears from a Chandapur zoo and relocated them to a rescue and

rehabilitation centre at Bhopal. The other animals from this zoo will be relocated soon, and the

zoo will be closed.


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You Can Help

y Never visit zoos, and ask your friends and family not to visit them, either.y Write letters to the editors of your local papers urging people not to visit zoos.y Hand out leaflets in front of your local zoo.y Conduct an audit of the zoo and send us your report. Contact us for a free copy of our zoo

checklist, which we will be happy to go over with you.

y Hold a demonstration outside the zoo. PETA would be happy to provide you with all thematerials necessary for a demonstration.

BEGGING ELEPHANTS

Elephants that are forced to beg are constantly exposed to confusing and alien automobile traffic.

The cacophony of horns and urban noises assaults the elephants' ears, and the scorching-hot,

pothole-ridden roads hurt their feet. Elephants are chained by their legs and terribly neglected

when they are not working. They suffer from skin ailments, eye infections, cataracts and diseases

of the feet. Elephants need at least 200 kilograms of food and 150 litres of water daily, but

working elephants often receive too little food and water.

In Mumbai, an elephant was hit by a water tanker. The impact was so hard that the driver of the

tanker had to be extracted from the vehicle with the help of the fire brigade. It was almost seven

hours before the elephant could be lifted onto a truck and taken to the animal hospital.

Unfortunately, the hospital was not equipped to properly care for her, and she died two days

later. This is not the first time an elephant has been hit by a vehicle and as long as these gentle

giants are forced to negotiate busy roads, it will not be the last time.

Hands-on training requires absolute domination of elephants by their keepers, and this can only

be achieved through inflicting pain by beating the elephants with an ankus or an iron or wooden

stick. Elephants have a natural inclination to vie for higher status within their groups as they

mature; training thwarts their natural instincts and causes confusion and fear. This can lead to

unpredictable bouts of aggression and create an extremely dangerous situation for elephant

keepers and the public and has resulted in many deaths and injuries.


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In their natural environments, elephants might walk more than 100 kilometres daily foraging for

food, yet in captivity they are almost constantly kept tied up. They develop foot problems, which

are very rarely treated. Restricted exercise and hard surfaces as well as standing around in

faeces and urine can cause elephants' toenails to become cracked and soft and can lead to

infections.

In nature, elephants are highly social creatures who live in close-knit, matriarchal herd societies.

Baby elephants are looked after not only by their mothers but also by other female elephants.

Mothers often do not wean their babies until they are almost 10 years old. In captivity, baby

elephants are separated from their mothers when they are as young as 3 years old. Elephants are

intelligent and sensitive animals who are known to mourn the loss of relatives, just as humans

do. Captive settings cannot provide elephants with an interesting, stimulating and rewardingenvironment.

You Can Help

y Make a commitment never to patronise people who beg with or perform using elephants,and ask your friends and family not to patronise them, either.

y Write letters to the editors of your local papers urging people not to patronise people whobeg with animals.


y Petition the Chief Minister to ban entry of elephants into urban areas.

BULLOCK RACING

Bullocks are forced to take part in cruel cart races in villages and towns all across India. Most of

these races inflict pain and suffering on the animals. PETA has received many complaints about

cart drivers who poke the animals with nails and sticks, whip them mercilessly and even drug

them with alcohol in order to make them run faster. Some cart owners harness a bullock and a

horse together.


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In the case of Ms Jignasha Patel vs The State of Maharashtra and similar cases, the High Court

of Maharashtra (Aurangabad Bench) has held that events such as animal races and fights are

clearly contrary to the provisions of the Prevention of Cruelty to Animals Act.

PETA has written many letters urging authorities in different parts of the country to stop these

races, and we have had some success.

You Can Help

y Make a commitment never to patronise bullock races, and ask your friends and family notto patronise them, either.

y Write letters to the editors of your local papers urging others not to patronise bullockraces.

y If you know of a place where bullock races are organised, inform your local SPCA orcomplain to the police immediately.

SNAKE CHARMERS

As the month of Shravan starts, so does the preparation for Naag Panchami, or the festival ofsnakes. Snake charmers throng the streets with cobras and other snakes in cane baskets. Devotees

offer milk to the snakes and gather around to see them "dance" the snakes spread their hoods

and sway, apparently to the tune of a pungi, a wind instrument. Most people are under the

impression that the snakes are being charmed by the music, but they are actually rearing up as a

defensive reaction to a perceived threat.

After the snakes are captured from their homes in the forests, they are kept in cramped boxes or

bags. The snakes' teeth are yanked out, their venom ducts are pierced with a hot needle and

sometimes their mouths are sewn shut. Snakes normally never drink milk, but the handlers starve

them so that they consume it thirstily when it is offered to them. This later causes allergic

reactions and often dysentery and dehydration and can lead to death.


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Also, the toxic tikkas which are applied to the snakes' hoods during the worship ritual sometimes

trickle into the snakes' eyes, blinding them.

Snakes are captured from their natural homes for other purposes as well. Their skins are made

into leather purses or belts, while some snakes are sold live to hospitals and colleges for

dissection. Others spend miserable lives crammed inside a dark box and taken out only for

venom-milking.

You Can Help

y Make a commitment never to patronise snake charmers, and ask your friends and familynot to patronise them, either.

y Write letters to the editors of your local papers urging others not to patronise snakecharmers.

y Inform your local forest department of any incident involving snake-charming.

ANIMAL SACRIFICE

Animal sacrifice is widely practised as a means of getting rid of sins. However, no recognised

and respected religion teaches violence or orders the death of any living creature. The purpose of

a sacrifice is to give of oneself to sacrifice something one desires or covets. Yet, as religious

scholars point out, when an animal is sacrificed, it is the animal who sacrifices, not the human.

Specific laws prohibiting animal sacrifice have already been passed in Andhra Pradesh,

Karnataka, Gujarat, Kerala, Rajasthan and Pondicherry.

You Can Help

y If you live in a state which has not yet banned animal sacrifice, please write to ask yourlegislator to introduce a ban.


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WORKING BULLOCKS

Working bullocks are often seen trudging along in the heat, straining under a heavy yoke to pull

an overloaded, poorly balanced cart. These gentle animals often suffer from dehydration,

untreated sores, muscle strain, depression and even beatings because of ignorance and

carelessness on the part of their owners. Many cart owners overload carts to the point at which

the animals collapse under the weight.

The heavy wooden frame placed on the bullock's neck often causes serious injuries. These

injuries can largely be prevented by putting padding between the yoke and the bullock's neck.

Further, mandating that cart drivers replace the wooden tyres with pneumatic tyres with ball

bearings would make it is easier for the bullock to pull the cart. All cart drivers should be

required to get regular health check-ups for their animals, and all carts should be given a license

only if their animals are in good health.

The Animal Rahat programme, which PETA supports, was created to make a difference in the

lives of working bullocks, donkeys, ponies and horses. Animal Rahat is set up in the sugar-mill

district of Sangli, Sholapur. It provides free aid to bullocks who work in sugar mills in

Maharashtra, as well as to donkeys who work in the brick kilns and horses who pull carts.

Animal Rahat alleviates the suffering of these animals by ensuring they receive proper rest,water and food as well as offering veterinary care to sick and injured animals. This also helps the

animals' owners, who are often too poor to afford veterinary care or give their animals time for

the rest and recuperation necessary to maintain their health and strength.

You Can Help

y It is illegal to force animals to pull carts during the hours of 12 noon and 3 pm. If you seesomeone violating this law, please report it to the authorities.

CAMELS

Camels' bodies are adapted to desert conditions, yet they are forced to live in cities across the

country. In 1996, the Bombay High Court banned the entry of camels into the city of Mumbai.


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In spite of this order, camels have been found within the city limits on numerous occasions.

Some have been brought in for slaughter, and others have been brought in for the purpose of

giving joy rides to tourists. Camels can also be found giving rides to tourists in Ganpatiphule,

Lonavala, Pune, Bangalore, Hyderabad, Chennai and other cities.

You Can Help

y Please write to your local district administration to ensure that all camels who arecurrently being used for rides in your locality are sent to rescue centres in Rajasthan.

CIRCUSES

Animals in circuses lead a life of endless confinement and constant physical abuse andpsychological torment. They are trained and compelled to perform under threat of beatings and

whippings.

Circuses portray a distorted view of animals. Animals do not naturally ride bicycles, stand on

their heads or jump through rings of fire. Whips and other weapons are often used to inflict pain

and force the animals to perform. Even the animals' access to basic necessities, such as water,

food and veterinary care, is often severely limited.

The conditions in which animals in circuses are kept are horrendous. Dogs are crammed into

dirty cages and hardly ever let out. Birds are locked inside cramped cages, and their wings are

clipped so they cannot fly. Horses are tethered on short ropes. Elephants are tied by three legs

and regularly beaten to keep them docile.

Animals are sometimes abandoned when the circus no longer can afford to keep them. For

example, four sea lions, seven cats and seven dogs were burned to death in Andheri West,

Mumbai, after being abandoned by the company which had brought them from Russia. An

electric fire whipped through the locked rooms in which the animals were imprisoned in cages,

killing all but three of them.


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You Can Help

y Make a commitment never to patronise circuses, and ask your friends and family not topatronise them, either.

y Write letters to the editors of your local papers urging others not to patronise circuses.y Hold a demonstration outside the office of the local authority. PETA would be happy to

provide you with all the materials necessary for a demonstration.

HORSES

In many cities, including Mumbai, horses are forced to give joy rides. They can often be seen

struggling to pull heavy carts loaded with people, and they are frequently beaten or whipped

when they become tired or slow down. They are forced to pull carts until late at night without

adequate rest.

Often, the horses are denied shade or any sort of protection from sun or rain. They are given

substandard food and have hardly any access to water. The stables where they are housed are

typically filthy. Some owners simply tie their horses at garbage dumps for the night so they do

not even have to provide food for them.

Some owners also make money by selling the horses' shoes. This means the horses have to be

shod over and over again, which can lead to chronic lameness.

You Can Help

y Make a commitment never to take joy rides on horses, and ask your friends and familynot to do so, either.

y Write letters to the editors of your local papers urging others not to take joy rides onhorses.


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ANIMALS USED AT POLITICAL RALLIES

Lately, more and more political parties are using donkeys and other animals to express their ire

at candidates or political issues. It is inherently wrong to use animals as disposable living tools in

such missions.

You Can Help

y Write to your local political parties and leaders urging them not to use animals in politicalrallies.

EXOTIC PETS

Life in captivity often leads to pain and death for "exotic pets" such as turtles and tortoises.

These animals can easily suffer from malnutrition and the overwhelming stress of confinement.

The exotic animal trade is also deadly for the animals we do not see: for every animal who

makes it to the store, countless others die along the way.

The most commonly sold turtles in pet shops are not even native to India. These terrapins are

called red-eared sliders and require access to land as well as water. They are strong swimmers,

but in their natural habitat they spend much of the warmer part of the day sitting on logs or rocksand basking in the sun.

Fish that are kept confined to bowls and tanks lead empty and boring

lives. During transportation to and from pet stores, fish become

stressed and sometimes die because of noise, vibration, confinement,

crowding, contaminated water and unnatural temperatures. Once in

the pet shop, they are kept in crowded tanks and subjected to the

glare of lights from above and below. Scientific research has shown

that fish suffer both stress and pain, and it has also been proved that

fish can be trained and learn tricks, just as dogs can.


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You Can Help

y Never buy exotic animals from dealers or pet shops. Animal shelters and rescue groupsare filled with dogs and cats that need good homes.

AQUATIC PARKS

Animals in aquatic parks also suffer. Fish and other marine animals who are accustomed to

swimming freely in vast oceans are confined to small tanks in which they can only swim in

endless circles. Often the tanks are barren, containing no sand, rocks or plants nothing that

remotely resembles their natural homes. Fish in aquatic parks are also subjected to the constant

glare of artificial lights and droning of pump motors, and they may be confused by the glass

sometimes they do not recognise it as a barrier and collide with it, sustaining injuries.

Dolphinaria are marine mammal parks where dolphins and other animals are forced to perform

tricks to entertain visitors, and they are among the cruellest displays of captive animals. Dolphins

navigate by echolocation, bouncing sonar waves off objects to determine their shape, density,

distance and location. According to Jean-Michel Cousteau, son of the renowned ocean explorer

Jacque Cousteau, dolphins in tanks "are bombarded by a garble of their own vocalizations, which

may in fact be acutely painful. Because these are sounds of communication as well as navigation,

their world becomes a maze of meaningless reverberations".

Dolphins are highly social animals. In their ocean homes, they swim together in pods of three to

10 individuals or tribes of hundreds. They can swim up to 160 kilometres per day, but in

captivity they can only swim around in circles. The stress of captivity also weakens dolphins'

immune systems. This negates the purported benefits of captivity veterinary care and regular

meals and leads to illness and premature death. At least three dolphins have died in Asia's first

dolphinarium, Mabalipuram, in Tamil Nadu.


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You Can Help

y Make a commitment never to patronise zoos, aquatic parks, or dolphinaria, and ask yourfriends and family not to do so, either.

ANIMALS USED FOR FOOD

Vegetarianism is the first step towards one of the best choices you can make for yourself,

animals and the planet.

Going vegetarian has never been easier. The explosion of vegetarian foods and the increased

availability of inter-continental cuisines, such as Italian, Thai, Chinese and Lebanese foods,

mean that you can have a different vegetarian meal every day of the year! You might start one

day with a vegetable medley tossed in a peanut sauce, enjoy a creamy mushroom soup for lunch

and have a black bean-and-mushroom stir-fry for dinner. The next day, you could try a Western-

style breakfast of baked beans; have Chinese noodles for lunch and end the day with a colourful

confetti rice salad with mung dal soup.

Vegetarianism saves animals lives and cant be beat for maintaining a muscular body and

building endurance. Vegetarian food contains all the vitamins and protein you need to be at your

best and is free of all the fat, cholesterol and toxins found in meat.

Anil Kumble

Vegetarian food is not just a treat for your taste buds it is great for your health too. Leading

scientists are now proving that what we eat directly affects the quality of our lives.


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While animal foods contribute to cancer, heart disease, obesity and many other killers, a

vegetarian diet can make us healthier. With the right food selections, you can have clearer skin,

lose weight permanently, prevent heart attacks and even reverse existing heart disease. Studies

have shown that vegetarians have stronger immune systems than meat-eaters and are far less

likely to die of heart disease or cancer. The consumption of meat and dairy products is also

linked to diabetes, arthritis, osteoporosis, clogged arteries, obesity, asthma and impotence.

Additionally, as deadly animal-borne diseases such as SARS, mad cow disease and avian flu

spread across the globe, adopting a meat-free diet is now more important than ever.

Almost every choice we make in our daily lives effects animals. Did you know that the average

meat-eater is estimated to be responsible for the deaths of 2,600 animals-- including 2,450

chickens, 118 turkeys, 33 pigs and sheep, and 12 cattle and calves (and not including thecountless numbers of fish)? And each year, an estimated 27 million animals in the U.S. alone are

used in research, testing, and education!

APPLICATION OF FOURPS OF SOCIAL MARKETING:

People

Social marketers often have many different audiences that their program has to address in order

to be successful. "People" refers to both the external and internal groups involved in the program.

External people include the target audience, secondary audiences, policymakers, and

gatekeepers, while the internal people are those who are involved in some way with either

approval or implementation of the program.

For the Animal Welfare program the public would be your target audience, the people towards

whom your social service program is aimed at. It will be the people whom the organization

wants to educate through its program.

We can take the example of AWBI (Animal Welfare Board of India). For AWBI the People of

social marketing mix will be the people for whom they are working as well as the members of

In this document there pointers known as you can helpThe people who are willing to help

will fall in this P


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Partnership

Social issues are often so complex that one agency can't make a dent by itself. You need to team

up with other organizations in the community to really be effective. You need to figure out

which organizations have similar goals to yours (not necessarily the same goals) and identify

ways you can work together.

One can have tie-ups with Organizations like PETA and other similar small organizations that

have similar goals. For e.g. PETA has affiliations with circuses.com, fishinghurts.com etc

Purse Strings

Most organizations that develop social marketing programs operate through funds provided by

sources such as foundations, governmental grants or donations. This adds another dimension to

the strategy development-namely, where will you get the money to create your program?

One can give donations to organizations like PETA.

Policy

Social marketing programs can do well in motivating individual behavior change, but that is

difficult to sustain unless the environment they're in supports that change for the long run. Often,

policy change is needed, and media advocacy programs can be an effective complement to a

social marketing program.

There are quite a few policies that hold importance as far as any social organization is concerned.

There are privacy policies that believe in protecting the integrity and privacy of personal

information gathered from the organizations members and visitors to their websites. Since the

protection of ones privacy is of great importance to any organization, they can create this

privacy policy to communicate our practices regarding the collection and dissemination of

personal information that can be linked to a specific individual, such as a name, address, phone

number or e-mail address or any other information provided to them by their members and

website visitors.


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STEPS FOR MAKING A SOCIAL MARKETING PLAN:

1. Problem identification2. Goal setting3. Target market segment4. Consumer analysis5. Influence channel analysis6. Market strategy and tactics7. Implementation and evaluation

Accordingly we would suggest the above steps in the following way:

1.Problem Identification:

In this scenario the problem is that animals are used for one and many purposes. Animals are

used for:

y Clothingy Entertainmenty Pet tradey Cinematographyy Cockfightingy Zoosy Begging elephantsy Bullock racingy Snake charmersy Animal sacrificey Working bullocksy Camelsy Circuses andy Animals used at political ralliesy Exotic petsy Aquatic parks


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Thus, we need to protect animals from the above problems they face.

2. Goal setting:

y The overall goal of enrichment is typically to encourage species-appropriate behaviors,give animals some choices within their environment, or to prevent/reduce the occurrence

of stereotypic behaviors all to ensure that the animals experience good welfare. A first

step (Setting Goals) involves using knowledge of the animal's natural and individual

history to generate ideas about behaviors that we might want to encourage in the animal's

current enclosure (both on exhibit and in holding).

y Next is encouraging specific behaviors. In terms of encouraging specific behaviorsthrough enrichment, two things are necessary for a chosen behavior to be elicited:

opportunity and motivation. To encourage natural behaviors, opportunity could include

providing exhibit elements such as nesting material, leaf litter, water for bathing,

appropriate shoreline for feeding, presentation of flying/crawling/burrowing insects,

playback of a conspecific vocalization, or enough open space to fly/display. Its fairly

easy to provide birds many opportunities to feed, bathe, nest, fly, perch in plain sight, etc.

However, if the appropriate motivation does not exist, the bird will usually choose not to

exhibit that behavior. For example, a pool might be provided for bathing, but if that pool

is too close to the visitor walkway, the birds are unlikely to use it for its intended purpose

because of competing motivation: its motivation to bathe versus its motivation to stay

away from visitors. A mister set to go off at 8am may not be used at that hour, either

because its too cold for birds to be motivated to bathe, or because 8am is not a species-

appropriate time for bathing. With many enrichment initiatives, the birds may need to

learn to use the devices. If looking for insects hidden under leaf litter is not part of a

birds typical feeding regime, keepers may need to start with live insects in a food bowl,

then live insects on the floor of the enclosure, then insects hidden in leaf litter.


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3. Target market segment:

y Identifying a target audience is extremely important to the success your pet sitting business. You need to pinpoint and break down your target audience and appeal

specifically to them. Knowing exactly who your target market is can also help you

streamline your marketing efforts and increase the chances that youll reach the people

who are most likely to become clients instead of wasting time and resources marketing to

people who dont want or need your services. Imagine all the money you could lose by

marketing to the general public, many of whom dont even have pets!

y Once youve identified your target market, the next step is to use its specific informationto maximize the possibility of getting new pet sitting clients. For example:

yy Finding out where your target market works can influence where you put

advertisements or tell you about their after-hour habits. If many of your clients have IT

jobs, you can assume that they access the Internet at home and visit pet-related websites.

These pet-related websites can be prime places to advertise your business.

yy Identifying your target markets species of pet may effect the types of services that you

offer. A target audience that owns dogs will need different services than one that owns

iguanas.

yy Knowing how much your target audience makes in a year may influence how much you

charge for your pet sitting services. More telling information may be how much they

spend on their pets annually. Does your target market spend only the bare minimum on

pet maintenance services or do they splurge on their furry friends? The answer can also

guide you when determining but how many extra or special services your pet sitting

business offers


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4. Influence channel analysis:

Working Group 4 Consumer concerns and perceptions will review the status in this area of live

stock production and come up with suggestiosn for future activities. Repeated food crises and

scandals have severely shaken public confidence in the food supply industry and augmented

consumer concerns about the quality of raw materials used in animal feed and in human food.

The livestock and aquaculture sectors have responded by adopting traceability as an important

guarantor of food safety. Traceability enable consumers to know the origin of products they so

they can make informed purchasing choices. Traceability implies that the ingredients of all

products can be traced throughout the entire manufacturing process so that if any safety problem

arises its source can be located and the problem resolved. However, in spite of this progress,

consumer knowledge about livestock production systems and their effects animal health and foodquality remains limited.

Working Group 4 Consumer concerns and percept ions objectives:

1. Analyze consumer perceptions of livestock production systems.

2. Examine the preoccupations of consumers as regards the effects of feed production processes

on animal health and on the quality and safety of the resulting food products.

3. Evaluate cultural and demographic differences in consumer perceptions and awareness of feed

processing technologies; evaluate the attitudes of consumers to scientific innovations in the area

of feed production and their effects on animal welfare and human welfare.

4. Evaluate the sources that consumers use to obtain information about foods of animal origin.

5. Identify communication channels for the optimal dissemination of updated information on

livestock safety and health to consumers (e.g. professional organisations, popular science papers

etc)


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5. Implementation and evaluation:

At one time, many people denied that animals could feel anything, and thus the concept of

animal welfare was meaningless. For example, many Cartesians were of this opinion. Descartes

wrote that animals act "without consciousness", much like a machine. In addition, there are

accounts of Descartes visiting slaughter houses to observe how animals died. Believing that the

animals were devoid of sentience, Descartes thought the death throes of animals was akin to

"taking apart a spring-driven clock". In the Discourse, published in 1637, Descartes wrote that

the ability to reason and use language involves being able to respond in complex ways to all the

"contingencies of life", something that animals "clearly cannot do". He argued from this that any

sounds animals make do not constitute language, but are simply "automatic responses to external

stimuli"

Animal rights advocates, such as Gary L. Francione and Tom Regan, argue that the animal

welfare position (advocating for the betterment of the condition of animals, but without

abolishing animal use) is inconsistent in logic and ethically unacceptable. However, there are

some animal rights groups, such as PETA, which support animal welfare measures in the short

term to alleviate animal suffering until all animal use is ended. According to PETA's Ingrid Newkirk in an interview with Wikinews, there are two issues in animal welfare and animal

rights. "If I only could have one thing, it would be to end suffering," said Newkirk. "If you could

take things from animals and kill animals all day long without causing them suffering, then I

would take it...Everybody should be able to agree that animals should not suffer if you kill them

or steal from them by taking the fur off their backs or take their eggs, whatever. But you

shouldnt put them through torture to do that."

Abolitionism (animal rights) holds that focusing on animal welfare not only fails to challenge

animal suffering, but may actually prolong it by making the exercise of property rights over

animals appear less unattractive. The abolitionists' objective is to secure a moral and legal

paradigm shift, whereby animals are no longer regarded as property.

animal welfare khush

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