Dog breed controversies: the context
2008 Pedigree Dogs Exposed
2010 Bateson Inquiry
2010 – 2015 Advisory Council on the welfare issues of dog breeding
More complex than that
Milestones
Kennel Club
Founded 1873
1891 Crufts 1st Dog Show
1897 Stud books began to be closed
1965 Schemes with BVA for hip and eye screening launched
1987 KC, BVA, BSAVA and RSPCA working party on indiscriminate breeding
1987 KC working party looking at hereditary disease
2004 BSAVA Health survey
2014 EBVs launched for 15 breeds
Other agents
1824 RSPCA established
1844 RCVS receives royal charter
1882 BVA established
1891 NCDL (now Dogs Trust) established
1942 Vet Education Trust set up (now AHT)
1957 Meeting at BVA to discuss setting up BSAVA
“System” more complex than first realised; requires systems approachSystems thinking is a broad array of approaches to problem solving
that views “problems” as part of a wider dynamic system. Systems thinking involves more than a reaction to present outcomes or events. It demands a deeper understanding of linkages, relationships, interaction and behaviours among the elements that characterise the entire system.
‘Systems thinking for health systems strengthening’ edited by Don de Savigny and Taghreed Adam, World Health Organisation 2009.
The challenges of pedigree dog health: approaches to combating inherited diseaseLindsay L Farrell*, Jeffrey J Schoenebeck, Pamela Wiener, Dylan N Clements and Kim M Summers 2015
Why is Dime’s skull the shape it is?
Because the breed standard has dictated its shape?
Because show judges only award rosettes to dogs with that shape?
Because people like my brother buy dogs with skulls of that shape?
Brachycephalic breeds
Dog-ED ltd ©2013
OWNERS Low Knowledge High Sense of Duty
High Knowledge High Sense of duty
Low Knowledge Low S of D
High Knowledge Low S of D
Breeding strategies
Veterinary advice
Flat faces present health problems
Breathing difficulties
Eye problems
Dental problems
Whelping problems Veterinary treatment
Veterinary income
Commission Research into health conditions
Concerns over health problems
Breed standards for flat-faced dogs
Advertisers/ organisations use them to sell products and services
Strategic approach of welfare organisations
Their incomes
Breeding Standard
Veterinary knowledge and expertise
The System that Builds Brachycephalic Dogs
Professional pride and self esteem
Actions to influence demand
Actions to influence supply
Achieve their charitable objectives
Veterinary reporting
Imported
Registered
Not registered
BREEDERS Low Volume High Welfare
High Volume High Welfare
Low Volume Low Welfare
High Volume Low welfare
Rescue
Competition to secure research funding
Research into prevalence and impact of health conditions
Fund research
Owner education
Veterinary education
Breeder education
Puppy contract
Research is published
KC Breed watch
People find flat-faced dogs adorable
What has that done for breed popularity
2011
2012
2013
0 1000 2000 3000 4000 5000 6000 7000 8000
French Bulldog KC Registrations 2011 - 13
Colour not recognised Total registered
14% CNR
7% CNR
2.5% CNR
2005: 324 French Bulldogs were registered2014: 9670
In London currently, 65% of illegally imported dogs recently seized by the authorities were brachycephalic breeds, of which 42% are Frenchies2004 – 2013 Brachycephalic breeds bulldogs, frenchies and
pugs increased in popularity fourfold
Social Media Brand Endorsement of the highest order
Robbie Savage
Hugh Jackman
Lewis Hamilton
Jonathan Ross
Jessie J
Victoria Beckham
Lady Gaga
1,500,000 twitter followers
1,600,000 Instagram followers
2,680,000 Twitter followers
4,650,000 Twitter followers
7,000,000 twitter followers
8,280,000 twitter followers
45,300.000 twitter followers and nearly 61,700,000 likes on Facebook
Where can we intervene?
Dog-ED ltd ©2013
OWNERS Low Knowledge High Sense of Duty
High Knowledge High Sense of duty
Low Knowledge Low S of D
High Knowledge Low S of D
Breeding strategies
Veterinary advice
Flat faces present health problems
Breathing difficulties
Eye problems
Dental problems
Whelping problems Veterinary treatment
Veterinary income
Commission Research into health conditions
Concerns over health problems
Breed standards for flat-faced dogs
Advertisers/ organisations use them to sell products and services
Strategic approach of welfare organisations
Their incomes
Breeding Standard
Veterinary knowledge and expertise
The System that Builds Brachycephalic Dogs
Professional pride and self esteem
Actions to influence demand
Actions to influence supply
Achieve their charitable objectives
Veterinary reporting
Imported
Registered
Not registered
BREEDERS Low Volume High Welfare
High Volume High Welfare
Low Volume Low Welfare
High Volume Low welfare
Rescue
Competition to secure research funding
Research into prevalence and impact of health conditions
Fund research
Owner education
Veterinary education
Breeder education
Puppy contract
Research is published
KC Breed watch
People find flat-faced dogs adorable
How can we counter this cultural phenomenon?
Review the breed standards?
Introduce judicious health testing?
Remove untested dogs from the breeding programme?
Remove affected dogs from the breeding programme?
Remove untested dogs from dog showing?
Remove untested dogs from the KC system altogether?
Ensure that the public are armed with the facts?
Issue breeds with “health warnings” like cigarettes?
How can we counter this cultural phenomenon?
Change all mindsets
Change the entire context
Recognise the people make irrational choices because they are motivated by complex set of drivers – MINDSPACE
Address the “communicative abundance” - what conversations are we having with people? Where are we having them?
Too daunting?
Not if we adopt a few simple rules
Work together
1. Clarify what the health and welfare messages need to be for each breed/ type, based on evidence and good data
2. Really understand the dynamics of the system that supplies dogs and puppies – again mindful of breed/type
3. Really understand the human behaviour that determines our dog buying/ acquiring decisions
4. Simplify the key messages derived from numbers 1 and 2 to help us shape number 3
5. Deliver those key messages consistently across the board – messages to be delivered by ALL parts of the system