2021 2030 Together for animal welfare Strategy - RSPCA
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2021 2030 Strategy Together for animal welfare
Together for animal welfare
We are delighted to share our strategy to 2030, Together Our long-term success for animals depends on us
helping people to help animals. We will continue
for animal welfare, with you. The RSPCA has a long and to be out on the front line rescuing and caring
proud history of being at the forefront of animal welfare in for the animals who need us most, but we know
that sadly the reality is that the RSPCA can’t be
England, Wales and internationally, and our vision of a world
there for every neglected and abused animal.
where all animals are respected and treated with kindness However we can reach more animals by working
in partnership with our branches and through our
and compassion is as relevant today as it was when we were
new Community Engagement Programme1 (see
founded in 1824. We are fortunate to have a strong platform page 24) with individuals and communities, as well
to build on as we look towards our 200th anniversary in 2024 as with other organisations and those concerned
about animal welfare. This aims to inspire a one
and the years beyond. million-strong movement for animal welfare by
2030. We can prevent neglect and cruelty in the
The context in which the RSPCA operates has first place by changing attitudes, behaviours and
changed a great deal since we launched our laws, and by supporting people to develop the
2017–2021 strategy Giving a voice to animals. necessary understanding and skills to take action
The world is changing at a rapid pace; from and get it right for animals. Underlying everything
the growing climate emergency and the post- we do is a coherent ethical approach to how
Brexit trade environment, to the recognition of society should treat vulnerable people and
loneliness in our society and the changing nature vulnerable animals alike.
of how we live, work and interact, not least as a
René Olivieri To achieve this will require an enormous effort
result of the COVID-19 pandemic. These changes,
by all of us – our people, our supporters and our
and many others, will have clear implications for
branches. We are incredibly proud of what they
animal welfare and the RSPCA needs to innovate,
have achieved for animals to date, but we know
change and refocus its activities to ensure it can
that there is still a great deal more to do. We
best protect and improve animal welfare.
want the RSPCA to be an open, modern, inclusive
Our new strategy is deliberately ambitious as we and dynamic organisation that inspires people, is
want to be as well placed as we can to improve trusted, respected and serves all parts of
the lives of more animals in the future. our community.
We have refreshed our mission to reflect We will continue to work tirelessly over the
the three pillars of our role in sustaining next 10 years and beyond to rescue and care for
Chris Sherwood positive change: rescue and care; advocacy; animals in need, inspire kindness and compassion
and prevention. to animals and change attitudes, behaviours
Our mission to 2030 is: To ensure animals have and laws.
04 Our story 24 S trategic priority 3: a good life by rescuing and caring for those in We know that we can’t do it alone. We look
10 Our vision and mission Prevention need, by advocating on behalf of all animals forward to sharing our new strategy with you
and by inspiring everyone to treat them with and discussing how you can help us to advance
12 O
ur ambitions and 26 Strategic priority 4: compassion and respect. animal welfare.
priorities for animal Support Animal welfare remains at the heart of everything
we do. Our new strategy is shaped and guided by
welfare and the RSPCA 28 Strategic priority 5: fundamental beliefs which are rooted in insight,
René Olivieri, Chair of the RSPCA
by 2030 Organisational knowledge, evidence and good practice: Chris Sherwood, Chief Executive
14 Our strategy to 2030 effectiveness • That all animals deserve a good life and their
lives are important in themselves.
17 S trategic priority 1: 30 O
verarching priorities • That animals have emotions, feelings and needs,
Rescue and care for animal welfare and that all of us can and should help make a
by 2030 difference to help make their lives better.
22 S trategic priority 2: • That animals enrich and improve our lives.
Advocacy
1
We will look to inspire one million people in a movement for animal welfare, via our new Community Engagement Programme.
2 RSPCA STRATEGY TO 2030 I Together for animal welfare RSPCA STRATEGY TO 2030 I Together for animal welfare 3
In the UK 22.8 million* 1.22 billion*
there are cats, dogs, rabbits farm animals
and horses
around:
694* 3.3 million*
species of animals used
SECTION 1
wild animals in research
Our story
*See back page for UK stats sources.
Our work in 2019 included:
We are the animal rescue, education dogs and other domestic animals, well as making a significant impact in
and advocacy people and we’ve been outlawed bear-baiting and cock- the communities our branches serve.
at the forefront of animal welfare in fighting and insisted on better • Setting up 13 animal hospitals
England and Wales since 1824. We standards for slaughter houses. during the First World War to care
were founded in Old Slaughter’s • Being leaders in the prosecution for horses injured during service,
Coffee House in London, by a group and enforcement of animal welfare including the provision of more than
of people who cared passionately
about creating a world that was
offences since 1824 and recognised
as specialists in this area of work.
200 animal ambulances.
• Developing our expert applied
185,297 1,218,364
kinder to animals. These inspirational welfare incidents
individuals included the Rev. Arthur • Inspiring the creation of Societies for science team in the 1970s to ensure calls to the
the Prevention of Cruelty to Animals the RSPCA’s work was underpinned dealt with by the
Broome, anti-slavery campaigner RSPCA cruelty line
William Wilberforce and Richard (SPCAs) around the globe including by the best possible welfare science Inspectorate
Martin MP – all of whom cared in the USA in 1860, Australia in 1872, and evidence. This helped to make
deeply about the welfare of people New Zealand in 1882 and Hong Kong our work as effective as possible
too. They could not have imagined in 1903. Today there are more than and we lead the way on this
how those humble beginnings would 200 SPCAs around the world. approach within the animal
go on to inspire a global animal
welfare movement.
• Leading the call for improved
legislation which resulted in the 1911
protection movement.
• Setting up Eurogroup for Animals
786 29,432
Protection of Animals Act, creating in 1980, bringing together animal horses in our care at cats taken in by
What we have achieved the first comprehensive approach to welfare organisations from across the end of 2019 our centres
since we were founded protecting animals. Europe and further afield to work
back in 1824 • Establishing the RSPCA Inspectorate together to call for EU-wide
in England and Wales, which protection for animals. Eurogroup
In many ways, attitudes, behaviours has been instrumental in achieving
investigates allegations of animal
and animal welfare laws have been
17,321 93,362
abuse and cruelty and enforces legislative change including banning
transformed since 1824 and the RSPCA
has been centre stage in influencing
how people interact with animals. Our
animal welfare legislation in England
and Wales.
the routine tail docking of pigs, the
use of sow stalls and veal crates, the
wild animals complaints of
10,564
recognition of animals as sentient dogs taken in by
achievements include: • Establishing the RSPCA branch in European law and the ban on admitted to our alleged cruelty
network across England and Wales our centres
• Championing the 1835 Pease’s cosmetics tested on animals. wildlife centres investigated
to support the Inspectorate with our
Act, which prohibited cruelty to
rescue, care and rehoming work, as
4 RSPCA STRATEGY TO 2030 I Together for animal welfare RSPCA STRATEGY TO 2030 I Together for animal welfare 5
• Creating RSPCA Assured (formerly Progress since our 2017– • We have seen a significant reduction Rescue teams: Our specialist
Freedom Food) the only welfare- in laboratory animals experiencing flood response teams worked
focused food assurance scheme in
2021 strategy Giving a ‘severe’ suffering as a result of our with fire and ambulance crews to
the UK. Millions of farm animals and voice to animals advocacy work. help animals and people caught
fish have had better lives as a result Since we published our last strategy in • We have strengthened and up in Storm Christoph at the
of being farmed to the RSPCA’s 2017, we have seen significant progress developed our animal welfare beginning of 2021.
welfare standards since the RSPCA made to protect and improve animal partnerships in the UK and
Assured scheme began in 1994. welfare. Highlights include: internationally through our close
• Working closely with governments, • We have responded to more than working relationship with the
institutions and politicians at all 800,000 enquiries from the public Scottish SPCA, the Better Deal
levels and of all political persuasions and rescued around 400,000 animals. for Animals Coalition and the
to secure improvements to animal International Coalition for Animal
• Working with other organisations,
welfare. We were involved in the Welfare (ICFAW).
we have achieved significant
passing of The Hunting Act 2004, • Internationally we devised and
legislative and public policy
which bans the hunting of wild launched the Beijing Consensus
achievements including: the
mammals with dogs in England and – a framework declaration for
introduction of mandatory CCTV in
Wales. This law brought about a cooperation between the Chinese
slaughterhouses in England in 2018;
change in what we can do to, and government, livestock industry,
a ban on wild animals in circuses in
how we view, wild animals; 15 years food retailers, animal scientists and
England and Wales in 2019; and a ban
on no major political party now international NGOs to improve farm
on the third-party sale of puppies
wants to overturn this law. animal welfare.
and kittens in England in 2019.
• In 2006, after many years of RSPCA This is of course a strong platform
• We also secured commitments from
campaigning, the Animal Welfare to build on but clearly there is a
the government at the 2019 general
Act was passed which, for the first great deal more to do if we are to
election to: increase the maximum
time, actively sets out to prevent protect and enhance animal
sentence for animal abusers in
unnecessary suffering and improve welfare – together.
England from six months to five
animal welfare by embedding the
years for crimes committed under
five welfare needs into law2.
the Animal Welfare Act 2006; gain
Facing new challenges
• Over the last two centuries, we have legal acknowledgement of animal The RSPCA has always adapted to the
rescued, cared for, rehomed and sentience when we have left the challenges of the times, challenges
released millions of animals who EU transitional arrangement; to our founders couldn’t have imagined
needed our help. establish animal welfare as a public nearly 200 years ago. What hasn’t
None of this could have been good in the future agriculture changed is the importance of the
achieved without the compassion framework to replace the Common relationship between people and
and commitment of our dedicated Agricultural Policy post-Brexit. animals, as many of the animal
employees, branches, volunteers • We have engaged more people welfare challenges we deal with are
and supporters. in animal welfare than ever caused by people.
before – we reached more than This new strategy sets out how we
“Our track record 150,000 young people through will respond to the challenges we
speaks for itself, our Generation Kind education face domestically and internationally,
but we are not programme and over 500,000 and how the RSPCA will change
and cannot be campaign actions were taken by and innovate to deliver even more
our supporters. improvements for animals in
complacent – there
the future.
is still much more • Two more major supermarkets –
Tesco and M&S – now stock
to do.” meat chickens reared to the
RSPCA welfare standards, following
the global Better Chicken
Commitment campaign.
2
The Animal Welfare Act 2006 places a duty of care on people to ensure they take positive steps to care for their animals properly and in particular must
provide for the five welfare needs, which are 1) need for a suitable environment, 2) need for a suitable diet, 3) need to be able to exhibit normal behaviour
patterns, 4) need to be housed with, or apart from other animals, and 5) need to be protected from pain, suffering, injury and disease.
6 RSPCA STRATEGY TO 2030 I Together for animal welfare RSPCA STRATEGY TO 2030 I Together for animal welfare 7
A changing world This impact follows on from the protecting, enhancing and exporting and this must be reflected in the laws by this technological revolution Technology in research and
effects of austerity in public services world-leading animal welfare and protections offered to them. and sadly for many companion development is opening up new
Global change after the financial crisis of 2008 and standards. We must help to make animals, the need for the delivery ethical debates around animal welfare,
But public attitudes can and do also
In an increasingly integrated world, rising inequality both in the UK and this happen. have a significant bearing on animal of ‘purchases’ instantly and impulse such as the application of new
solutions to international problems around the globe. Societal change welfare. The rise of vegan, vegetarian buying facilitated by technology, can genome editing techniques to animals
require an international response. Sadly tough economic times often and flexitarian lifestyles are some lead to animals’ welfare being used in research, which changes
An ageing and too often isolated
No challenge is bigger than the negatively affect animal welfare. examples of how consumer values are an afterthought. their DNA. The rapidly accelerating
and lonely society may lead people
climate emergency we face. Climate At a public level people struggle driving change. Likewise, increasing Technology presents both developments in remote monitoring
to look to animals for comfort and
change and the destruction of natural with the cost of looking after their concern about how food is produced opportunities and challenges for (biotelemetry) devices, which are
support. At the same time, with more
habitats are an existential threat to animals properly leading to rising is leading to a greater examination animal welfare. Digital technology, used to monitor behaviour and body
people having to live in private, rented
both animals and people. abandonments and delayed of farming methods and a desire for especially the fast growing use of functions in wild, laboratory and
accommodation fewer people may be
The international wildlife trade, veterinary treatments, while at higher welfare practices. Consumers social media, gives us the opportunity farm animals, can affect animals due
allowed to keep companion animals,
intensive food production and a business level animal welfare are increasingly applying an ethical to get our messages to a vast to their weight, volume or because
which could lead to abandonment or
seismic habitat loss are leading to the is deemed less important than lens to their purchases facilitated audience with regularity and speed they are invasively implanted into the
more animals needing homes.
suffering, displacement or extinction economic development. by greater understanding of and and should equip us better to change animal. We must help to connect and
Undoubtedly animals can help people promote the needs of animals in this
of species, threatening both animal No doubt the economy will bounce attention to methods of production. opinions and behaviours to benefit
with loneliness or mental health issues technological age.
welfare and their survival, and human back and hopefully in a way that The interest in and enthusiasm for animals. An example of a challenge
– providing purpose, companionship
health and wellbeing. promotes ‘good growth’ which improved animal welfare will be a key is animal videos, which are widely Our new strategy is focused on how
and meaning – but we must ensure
The COVID-19 pandemic has been takes into account the impact of component of positive future change viewed on social media and have we innovate and change to deliver
that the animals’ needs are not lost
the clearest indication yet that the investment in animal welfare. Too over the next 10 years. We must help provided a new way for animal lovers our vision and mission while
or overlooked. Supporting vulnerable
plights of humans and animals are often, unbridled investment can to make this happen. to celebrate their companion animals, recognising the changed context
people and enabling them to look
intrinsically linked, that we should threaten the natural world, with new Technological change but footage of animals in cute and in which we operate.
after their animals means we are
quirky situations can also unwittingly
keep our distance from wild animals, infrastructure destroying habitats and also supporting vulnerable animals. How we live, work and interact has
cause them distress if their needs are
“It won’t be easy and
and that intensive farming and live increasing pressure on wild animals
animal markets can be as bad for and their welfare.
This will need partnership working changed beyond recognition over
not taken into account. Technology we can’t do it alone.”
and collaborations across the past 30 years. Technology has
humans as they are for animals. The can create new avenues for animal Animal welfare is everyone’s business,
A post-Brexit Britain will also see a our communities. fundamentally changed the way we
2020 pandemic must change the way abuse and cruelty, such as the not just the RSPCA’s. We want to
desire and need to cement a new The lives of animals are determined organise and conduct our lives and
we view and interact with animals. glorification of animal cruelty and promote and encourage an animal
economic future. New trade deals by how society views and values their it has also transformed how we view
abuse on digital channels and online rescue, education and advocacy
All these issues require global action provide both an opportunity and intrinsic worth. Animals play a vitally and appreciate animals. Consumer
markets selling animals. Technology movement working in partnership
and international collaboration to threat to animal welfare. A truly important role in our everyday lives behaviour is being turbo-charged
that is unregulated can facilitate and with government, civil society, animal
prevent irreversible damage to our global Britain must avoid a race to the accentuate animal abuse. welfare organisations, communities,
world; it can be done – we must help bottom on animal welfare standards. families and individuals. Everyone has
to make this happen. Instead, Britain should focus on a role to play.
Economic change It will take all of us to create a world
As we write this strategy the world is by 2030 that is kinder and more
grappling with the economic impacts compassionate to animals. Together
of the COVID-19 pandemic. The we can take animal welfare forward.
full economic consequences are as
yet unknown, but we are entering a
global economic recession, which is
predicted to be deep and prolonged.
Footnotes
8 RSPCA STRATEGY TO 2030 I Together for animal welfare RSPCA STRATEGY TO 2030 I Together for animal welfare 9
Our beliefs
The RSPCA cares deeply about animals and the relationship • We believe that all animals deserve a good life and also
between people and animals. Animal welfare is at the heart a kind, respectful and dignified ending.
of everything we do and our focus is on human interaction • We believe that we all have a part to play in making
with animals. animals’ lives better – whether that is by rehoming a
• We believe that animals and people both benefit from rescue animal, thinking about how our personal decisions
good animal welfare but where there is a conflict that and behaviours impact on animal welfare or advocating for
cannot justify abuse, neglect, cruelty or exploitation. improvements in the legal protection of animals.
• We believe all animals’ lives are important in themselves; Our work is underpinned by the latest evidence, knowledge,
they matter because animals have emotions, feelings and insight and good practice, which together enable us to do
needs, and because they enrich and improve our lives. the right thing for animals3.
Section 2 Our five core beliefs, drawn from our experience and evidence, underpin why
animal welfare matters to us and forms a new part of our strategy:
Our vision 01 02 03 04 05
and mission All animals Animals’ Animals have Animals All of us can
deserve lives are emotions, enrich and and should
to 2030 a good life. important in
themselves.
feelings
and needs.
improve
our lives.
help to make
animals’ lives
better.
Our vision
Our values We are We are
is a world where all animals are respected and Our values for our employees, compassionate: inspirational:
volunteers, trustees, branches
treated with kindness and compassion. and future members of our
Community Engagement
we care deeply about the
lives of animals, we have
we are life changing, we
inspire by taking the lead,
Programme guide everything empathy for people, we we speak up when others
Our mission
that we do. They also guide how act with kindness and don’t, we take brave
we work to rescue and care for consideration at all times. decisions, we change
animals and how we work with animals’ lives for the better.
is to ensure animals have a good life by rescuing and individuals, families, communities
and other organisations.
caring for those in need, by advocating on behalf of
We are We are expert: We act with
all animals and by inspiring everyone to treat them committed: we have expert knowledge integrity:
which we willingly share, we
with compassion and respect. we never give up, we have
energy and determination, act on the basis of evidence,
we are honest and
trustworthy, we act with
we rescue animals from we underpin our decisions integrity, we do what’s right.
cruelty and neglect, giving and actions with science,
data and experience.
We know it is a bold vision and that we cannot achieve it alone. It takes all of us them new opportunities
to create a world that is kinder to animals. and supporting others in
doing so, and advocate for
While our vision remains the same, we have positive change – rescuing and caring for abused
all animals at risk of harm.
changed our mission to recognise the changed and neglected animals, our vital role in educating
context in which we now operate. Our new mission and inspiring people and, finally, advocating for all
recognises the three pillars of our role in sustaining animals – and giving animals a voice. 3
For example, the recent advances in the field of Cognitive Ethology (the scientific study of the mental and emotional lives of animals) demonstrates that
many species have complex thoughts and rich emotional lives which are rooted far back in their evolutionary history.
10 RSPCA STRATEGY TO 2030 I Together for animal welfare RSPCA STRATEGY TO 2030 I Together for animal welfare 11
Section 3
Our ambitions
and priorities for
animal welfare and
the RSPCA by 2030
01 02 05 06
We are ambitious for animal welfare Underpinning all this is managing to
and want to reach more animals and secure a radical change in how as a
maximise our impact by working wider society we view animals, away
in partnership with our branches, from a belief that they are ours to
individuals, communities, other exploit and towards acceptance that
welfare organisations and beyond. like us, they can experience suffering
We want to actively engage more Reduce neglect, abuse and End the illegal selling of We’ll establish animal Achieve statutory powers in and joy and have their own needs and
people, families, communities and wants. Only a change in attitudes will
organisations in protecting and
cruelty to companion animals puppies and kittens in protection as a significant England and Wales for RSPCA lead to changes in behaviour, lifestyles
enhancing animal welfare. If we get it – including exotic pets – in the UK. UK government goal. inspectors under the Animal and legislative protection for animals.
right by 2030, animal welfare will be England and Wales by We want to see an Animal Welfare Act 2006. This is why advocacy and prevention
04
seen as everyone’s responsibility and 50 percent. Protection Commission, – aimed at improving knowledge and
03 08
we will be closer to creating a society legally established as an understanding of animals – are key
where all animals are respected and pillars of our strategy alongside our
independent public body. direct rescue and care work.
treated with kindness and compassion.
07
We know we face many challenges Over the next 10 years we will closely
and tough times ahead but through track evolving public attitudes
our collective endeavours and Secure a global commitment and behaviours so that we can, if
working in collaboration with others to developing, validating Inspire a one million-strong appropriate, adapt our priorities and
See more than half of all the we will constantly review how we
we believe that we can advance and accepting non-animal movement for animal
animal welfare. Our eight bold UK’s farm animals reared to are doing. We will look to develop
technologies to replace welfare by 2030, via our
priorities by 2030 are both critical and RSPCA welfare standards and Secure the adoption by and produce a new Annual Animal
animal experiments, and put new Community Kindness Index documenting changing
achievable to realising our vision and encourage people to eat less, the United Nations of
new mission. an end to severe suffering for Engagement Programme. attitudes and behaviours towards
eat better by encouraging a comprehensive
laboratory animals. animals and this will be a valuable
people to eat less meat, fish, Universal Declaration resource for us in continuing the
eggs and dairy from low on Animal Welfare4. global conversation on animal welfare.
welfare farms and to only
choose higher welfare labels. Specific examples of our animal welfare goals are detailed on page 31.
4
This would be a significant advancement because if adopted by the UN the principles would acknowledge globally the sentience of animals and human
responsibilities towards them.
12 RSPCA STRATEGY TO 2030 I Together for animal welfare RSPCA STRATEGY TO 2030 I Together for animal welfare 13
Our strategy to 2030, Together
for animal welfare, builds on
the progress we made in our
2017–2021 strategy Giving a
voice to animals. Our new
strategy focuses the RSPCA’s
role around a core set of
activities and in some areas
we will work differently in
response to the changing
world in which we operate.
These include:
1. Partners for 5. Reviewing our role as 9. S
trengthen our
animal welfare a prosecutor branch network
Section 4 – a concerted and determined – we will review our role – we will develop a new RSPCA
effort to work in partnership as a prosecutor and look at branch sustainability programme
Our strategy with other individuals,
communities and organisations
the potential to transfer this
responsibility to the Crown
Prosecution Service (CPS).
to ensure the branch network
remains strong and we will
look to modernise our branch
to 2030
to provide a holistic, more
joined-up animal welfare rules governing the relationship
response. between the RSPCA and our
6. M
odernise our branches.
Inspectorate
2. Community – we will establish and embed
To advance our vision and new mission,
we have developed five strategic
priorities to 2030. Three of these
Our 5 priorities engagement
– we will look to inspire one
million people in a movement
our new role of Animal Rescue
Officer in our rescue teams
and we will continue our
10. Deepen our
relationship with
our supporters
to 2030 are:
priorities reflect the three pillars of work to modernise our vital
for animal welfare, via our new – we will look to grow our
our role in the future – rescue and care and unique Inspectorate and
Engagement Programme. income and support as we
work, advocacy and prevention. These secure statutory powers for our
three are supported by two enabling approach our 200th
inspectors under the Animal
01 02
priorities – growing our support and anniversary in 2024.
3. Prioritise universal Welfare Act 2006.
income and striving for excellence in
information,
how we work as an organisation. All five
priorities are focused on ensuring the
education and 7. M
odernise our field No doubt there will be other
RSPCA is best placed to deliver its vital support operations changes as we respond to the
vision and mission for animals. – develop and expand
– we will modernise and rapidly changing environment
our range of information,
Rescue and care Advocacy education and support services
improve the pathway for
animals through our services
the RSPCA operates in to
ensure that we are in the best
to ensure that people have
We rescue and care We change attitudes, the knowledge, skills and
and act as the gateway to possible place to advance
animal welfare services,
for animals in need behaviours and laws understanding to take
signposting people to
animal welfare.
action and get it right
03
our partners.
04 05
for animals.
4. C
oordinate animal 8. R
ebalance our
advocacy animal welfare
– we will act as a leader and provision
convenor of animal welfare – we will rebalance our animal
Prevention Support Organisational organisations in advocating welfare provision across England
and Wales to ensure a fair
for animals.
We inspire kindness We will grow support effectiveness distribution of our services.
and compassion to and income We strive for excellence
all animals in all that we do
14 RSPCA STRATEGY TO 2030 I Together for animal welfare RSPCA STRATEGY TO 2030 I Together for animal welfare 15
Section 5
Strategic
priority 1:
Rescue
and care
We rescue and care for 30 seconds. We know we can’t be the changing nature of how we live,
there for every animal, so we will work and interact in a post COVID-19
animals in need work in partnership with others – society. These changes, and many
In 1824 our first member of staff other welfare charities, public bodies, others, will have clear implications
was an inspector called Charles individuals and communities – to for animals whether that is more
Wheeler. We have been rescuing collectively have a more effective abandoned animals because of
animals in distress ever since. We will impact on animal welfare. We see our economic uncertainty or greater
continue this unique welfare work – role as ensuring that animals in need dependence on companion animals
investigating animal neglect, cruelty are rescued and looked after; we will in a lonelier society. This means the
and abuse – and our Inspectorate will prioritise our rescue and investigation RSPCA will need to find new and
continue to provide a vital frontline work without us necessarily being innovative ways and partnerships to
service rescuing, supporting and the ones to directly rescue and look protect and improve animal welfare.
protecting animals 365 days a year. after animals. Our Inspectorate will continue to be
No one else rescues, cares for, We will develop our website and at the heart of our frontline animal
rehabilitates, rehomes and releases rescue response centre so they rescue work and we will continue to
animals in need throughout England can act as gateways to the sector, press the governments in Westminster
and Wales. We will continue to help connecting concerned individuals, and Cardiff to grant our inspectors
all animals in the future but we will volunteers and organisations so that statutory powers under the Animal
focus our efforts on those animals animals can get the right help when Welfare Act 2006. Statutory powers
most in need, who have experienced they need it. We will also develop and will bring the RSPCA in line with
cruelty, neglect and abuse. We expand our information, education our sister organisations across the
will also need to work in new and and support services so the public has British Isles, and will enable us to
different ways, responding to the the necessary skills to take action and reach animals in distress more quickly
changing external environment. All of get it right for animals. We call this without having to wait for the police
our welfare work will continue to be work the Animal Journey. which will also reduce pressure on
underpinned by the latest evidence, We are facing new challenges in how other stretched public services.
knowledge and good practice. we help people to help animals: an As part of this change, we will also
We receive more than one million ageing society, the recognition of review our role as a prosecutor and
phone calls for help each year, which loneliness in our society, climate look at the potential to transfer
equates to more than one call every change, economic uncertainty and this responsibility to the CPS. We
recognise this will be a historic change
16 RSPCA STRATEGY TO 2030 I Together for animal welfare RSPCA STRATEGY TO 2030 I Together for animal welfare 17
given that the RSPCA has been the response ourselves or signpost to Collaborative working: We
primary prosecuting body for animal the best organisation or group to joined forces with several animal
welfare in England and Wales since we help to ensure that no animal will welfare agencies to round up a
were founded in 1824, but we know be left behind; we will do this by herd of wild ponies and get this
the world has changed a great deal using smarter management systems foal the care it needed.
since then. Such a change will need to ensuring that the right person is in
be carefully considered and planned the right place at the right time to
and we will only take this move rescue and/or help the animals most
forward if we are satisfied the CPS in need.
and other government agencies have • We will develop our modern,
the necessary resources to prosecute dynamic and responsive team of
cases and will do so to the same high frontline rescuers. We will develop
standards we have set. and enhance the education and
We believe the time is right to prevention work of our rescue
explore moving away from the ‘end- teams, which will include our
to-end’ role the RSPCA provides by inspectors speaking to children
investigating and prosecuting animal and young people in schools
welfare offences, and look towards and working with other partner
separating these responsibilities. This bodies to share our experience
would mirror the arrangements on and expertise.
animal welfare in other jurisdictions • We will introduce our new Animal
such as Scotland and Ireland, Rescue Officer role which will be a
and would enable the RSPCA to more flexible and responsive role
concentrate on its investigatory combining direct rescue work with
role, transferring investigation files an investigatory role, supporting the
to the CPS to make decisions on work of our inspectors. This role will
prosecutions. It would enable us as enable us to have a more flexible
a charity to concentrate on rescuing and responsive workforce.
and caring for animals in need and
advocating for animals everywhere, • We will work to achieve statutory
but we will reserve the right to powers under the Animal Welfare
prosecute in an individual serious case Act 2006 for RSPCA inspectors in
if government agencies will not. England and Wales, enabling us to
rescue animals sooner and develop
Finally, our network of more than and enhance our investigatory role.
150 independent RSPCA branches,
including around 26 branch-run animal • We will engage with the
centres, is vital to our future success governments in England and
in delivering animal welfare. We will Wales to investigate transferring
continue to strengthen and deepen our prosecutorial role to the
our partnership with our network CPS mirroring the arrangements
of branches so they can continue currently in place in Scotland. This
to work with us in the rescue, care, move would establish the CPS as
rehabilitation and rehoming of the the main body for animal welfare
most vulnerable animals in England prosecutions in England and Wales.
and Wales. Develop, strengthen and
modernise our animal care and
To help the animals rescue work so that we are well
most in need, we will: placed to help the animals most
in need of our help
Develop, focus and continue
to modernise our unique • We will provide the best quality care
Inspectorate to be there to to all animals from the time they
rescue animals most in need of are first seen by our Inspectorate
our help through to rehoming or release,
ensuring consistency, competency,
• We will respond to every call we
knowledge and evidence-based
get and either provide a direct
18 RSPCA STRATEGY TO 2030 I Together for animal welfare RSPCA STRATEGY TO 2030 I Together for animal welfare 19specialise in those activities or continue our historical role as the
who have statutory obligations to key guardian of all animal welfare.
do so (e.g. local authorities and Strengthen and deepen the
the police for wildlife crime) and partnership with our branches
seek government support and to maximise our impact on
intervention where appropriate. animal welfare
• We will build partnerships with • We will develop and strengthen
organisations outside the animal our relationships with our branch
welfare sector, such as mental health network to enhance their role in
and health and social care charities, the rescue, care, rehabilitation and
Youth Offending Teams and rehoming of animals and ensure a
corporate partners to name a few, more joined-up and coordinated
which will enhance our prevention ‘One RSPCA’ approach.
work, supporting human welfare
and building stronger relationships • We will develop a Branch
between animals and people. Sustainability Programme to ensure
the network is strong, able to
• We will develop a model that continue its vital work in the future
effectively and actively supports and is delivering a high-quality,
signposting to the relevant body evidence-based and consistent
or expert organisation, and/or service across England and Wales.
offers advice with the RSPCA being
positioned as the gateway into
the animal welfare sector. We will
understanding of animals and animal • We will look at how we reduce • We will build on the excellent work care and beyond. This will support
welfare across our services. our carbon footprint as part of of our clinical behaviour team so us to make timely interventions,
• We will consult with partner this work. We will also continue they are leading the way to treat with the involvement of appropriate
organisations and governments on to review our frontline service and rehabilitate animals, and work professionals, to ensure a good
the development of our Animal provision and look to enhance our with other organisations on sharing quality of life for animals, at
Journey work and so that we are provision in areas of England and expertise about veterinary care in all times.
able to focus our activities on Wales that are underserved by us or animal rescues. We will continue • We will ensure that all our
animals most in need, but continue by our partners. to develop our knowledge and work is based on the most
to ensure all animals get the help • We will continue to ensure that no evidence base in this area. up-to-date evidence, knowledge
they need by providing signposts healthy, rehomeable animal is put to • We will review and update existing and practice available.
to our expert partners. sleep and we will work to improve RSPCA standards documents for • We will share and publish our
• We will transform the way we our rehoming experience to ensure rehabilitating wild animals and experiences, knowledge and
approach the rehoming of the that no companion animal (with the produce new ones for additional expertise to lead and advance
animals in our care by developing exception of equines because their species, using the latest scientific knowledge in the sector, positioning
a single model that embraces the rehoming takes much longer) evidence and practical expertise the RSPCA as the go-to source
RSPCA, our branch network and spends more than 30 days in an to ensure they are as effective of expertise and insight on
our partner welfare organisations. animal centre. as possible. animal welfare.
We will also expand our fostering • We will embrace technology in • We will lead on customer care in • We will develop our management
network and so enhance the our practical animal welfare work all our frontline services to rehome information system across the
experience of supporters who to improve the way we interact animals faster and ensure that every RSPCA and our branch network so
rehome from us. with the public, such as how pound we spend, where possible, we can advance best practice and
• We will develop our range of animal to report animals in need and is used for frontline services and continuous improvement.
welfare services so that they are support our rehoming work, while improving animal welfare.
simultaneously reducing costs. Actively develop new
seen as centres of excellence on Develop and strengthen our partnerships to maximise
the care, rehoming and releasing • We will ensure that veterinary evidence base, understanding our impact
of animals. services, whether our own or and practice
• We will establish improved working
• We will ensure that we have suitable sourced from external providers, • We will develop a robust, validated partnerships at a local and national
facilities, meeting high standards in deliver consistent and quality, system and associated indicators level with other animal welfare
the places they are needed most to welfare-focused care with that allow ongoing assessment of charities and external bodies that
support our animal welfare work. appropriate oversight. the welfare of the animals in our
20 RSPCA STRATEGY TO 2030 I Together for animal welfare RSPCA STRATEGY TO 2030 I Together for animal welfare 21cats, dogs, equines and wild animals, • We will work to ensure the its impact on raising farm animal
and play a leading role in multilateral protection of animals as a significant welfare standards in the UK, achieving
groups such as the International governmental goal by pushing significant change by 2030.
Coalition for Animal Welfare for an independent body, legally We will work to change attitudes
(ICFAW), ensuring the voice of animal established, specifically dedicated and behaviours by supporting,
welfare NGOs is heard at the World to animal welfare – an Animal encouraging and inspiring
Organisation for Animal Health (OIE) Protection Commission. better informed, kinder and
– regarded as the most important • We will work with governments in compassionate individuals
international animal welfare standard- Westminster and Cardiff to achieve and communities
setting body. We will also work in statutory powers for our inspectors • We will be a dynamic, bold voice
partnership with coalitions such under the Animal Welfare Act 2006. for change which is inclusive and
as Eurogroup for Animals and Asia
Section 6 • We will continue to take encourages widespread participation
for Animals, to protect and
opportunities to support the and engagement of the public. We
Strategic
enhance animal welfare in their
development of anti-cruelty and will use our Community Engagement
respective regions.
animal welfare law internationally, Programme to inspire a movement
• We will use our recognised animal
priority 2:
particularly in those countries which for animal welfare.
welfare knowledge, expertise and currently have little or no animal • We will look to develop and produce
evidence to build the case for, and protection legislation – such as an Annual Animal Kindness Index
create positive change by, shaping
Advocacy opinions and building new networks
and coalitions to address issues that
China – and share our expertise on
enforcement of such laws.
• We will work to reinforce and build
which will document changing
attitudes and behaviours towards
animals, so we can adapt our work
impact directly and indirectly on
the RSPCA’s position as a respected, to focus our efforts where they
animal welfare.
modern, credible and trusted brand are most needed and improve the
• We will continue to offer thought public’s and others’ understanding of
We change attitudes, wherever we can, understanding that welfare when negotiating new
leadership and lead the debate on
and as the go-to organisation for
such changes need to: trade deals. knowledge, insights and expertise animals and their welfare.
behaviours and laws animal welfare both domestically about animal welfare.
• Ensure animal welfare issues are We will continue to lead the debate • We will work with governments in
In many ways we have come a long and internationally, drawing on our
widely covered in the media, both on animal welfare, sharing our We will work to safeguard and Westminster and Cardiff and partners
way since we were founded in 1824, evidence base and insights from
traditional and digital – so we win evidence, insights, knowledge and enhance farm welfare standards to achieve a 50 percent reduction
but we know that as we move closer across our broad areas of work.
the battle for hearts and minds. practical experience. We will bring both in the UK and internationally in neglect, abuse and cruelty to
to our 200th anniversary much more organisations and individuals together • We will continue to challenge the companion animals in England and
• Involve working with politicians, civil • We will also work with the
progress is needed to advance our to advocate for change. We know status quo and contribute to the Wales by 2030 and measure this
servants and others to shape, draft government, industry and partners
vision for animal welfare. We will animal welfare transcends national ethical debate around human-animal through our Annual Animal
and pass new laws to safeguard and to see more than half of all UK farm
continue to advocate for change in boundaries, so we will continue to be interactions and perceptions of Kindness Index.
enhance animal welfare. animals reared to RSPCA welfare
attitudes and behaviours towards active in Europe and globally. all animals.
standards by 2030. We will also • We will continue to develop and
animals across all communities and • Ensure that laws are properly We will advocate to change and
We will work with others to encourage the public to eat less, eat deliver inspiring public education
sectors, and for further advancement enforced and interpreted by enhance legislation, practice
create momentum for change, better by encouraging people to eat campaigns to highlight animal welfare
of animal welfare laws. the courts. and enforcement
domestically and internationally less meat, fish, eggs and dairy from issues and effect behavioural change,
We want to see the vital interests • Identify and investigate new animal • We will continue to work across low welfare farms and to only choose ensuring we deliver them in ways
• We will work with partners to secure
of animals at the heart of public welfare issues or shine a light on local and national governments higher welfare labels. that recognise the changing nature
the adoption by the United Nations
policy making: local, national and animal abuse and cruelty that goes in England, Wales and beyond to of digital communications
of a comprehensive Universal • We will seek to ensure that animal
international; social and economic. unchecked or unnoticed. influence progressive legislative and connections.
Declaration on Animal Welfare. We welfare policies are at least protected
This requires structural change to • Ensure education about animal change that protects and enhances
will also support the development and wherever possible enhanced in • We will seek to identify the barriers
ensure the welfare and interests of welfare is an integral part of the welfare outcomes for farm, wild,
of the proposed new World future free trade agreements as these to change among individuals and
animals are safeguarded and enhanced national curriculum for children and companion, research and other
Federation for Animals as a route to are negotiated by Westminster. communities, providing support and
when policy is developed and young people, so understanding of animals. We will work with local and
achieve this declaration. • We will support measures to reduce motivation to encourage a change in
implemented, whether it is through welfare and compassion for animals national governments to develop
• We will work with partners to the consumption of intensively- attitudes and behaviours.
the planning system or international starts at an early age. and enhance animal welfare practice
free trade agreements, with harmful secure a global commitment to through voluntary codes of practice produced meat, such as incentives • We will continue to change attitudes
and regressive practices not tolerated. • Ensure that good quality developing, validating and accepting to farmers to change production and behaviours in other countries by
or regulation.
Public policy and attitudes are information, education, advice and non-animal technologies to replace methods, or more innovative developing our international animal
support is available to the public and animal experiments, and put an • We will work with governments in solutions such as laboratory grown welfare education work, collaborating
also vital to shape markets and
others which is rooted in the latest end to severe suffering for England and Wales and our partner meat, as the best way to reduce and with local partners in formal and
their practices, such as within the
evidence, insight and good practice. laboratory animals. SPCAs in Scotland, Northern Ireland ultimately to end the suffering of informal educational settings, to
agricultural and pharmaceutical
and the Republic of Ireland to end farm animals. promote the values of respect for
industries, both of which have a • Ensure there is no backtracking on • We will continue to collaborate with the illegal puppy and kitten trade in life, compassion, kindness, empathy
significant impact on animal welfare. hard-won animal welfare gains, such domestic and international partners • We will review our RSPCA Assured
the UK. and responsibility.
We will advocate for positive change as protecting the UK’s farm animal such as the UK umbrella groups for scheme to see how it can maximise
22 RSPCA STRATEGY TO 2030 I Together for animal welfare RSPCA STRATEGY TO 2030 I Together for animal welfare 23ways of engaging volunteers the needs and behaviour of animals We will provide information,
in the work of the RSPCA. We and we will make these available in education and support to
will build on our micro-volunteering the most appropriate formats. children and young people
initiative for those who are time • We will continue to provide high- to enable them to play an
poor and we will also develop quality, evidence-based information, active role as part of our
new volunteering opportunities education and support to the public animal rescue team
through our Community (and other sectors). • We will advance our work through
Engagement Programme. our Generation Kind programme
• We will test new ways of providing
• We will work to ensure that our information, education and support, reaching more than 500,000 young
volunteers represent the diverse recognising the changing ways people by 2030. We will continue
populations and communities of people interact with services. to deliver our Compassionate Class
the UK. and Great Debate projects to reach
• We will develop and innovate our more young people every year.
We will develop and grow our information and education services
information, education and with a particular focus on our • We will continue to work with
Section 7
support services for members online content. a range of bodies to support
Strategic
of the public so that we prevent vulnerable young people through
animals from experiencing • We will work in an integrated our community education hubs.
neglect, abuse and cruelty way across our advocacy, science,
priority 3:
Inspectorate and frontline animal
• We will develop and expand our
welfare teams.
information, education and support
Prevention
services to help people understand
We inspire kindness of our volunteers and supporters We will also need to work with
who have made a significant and those who are resistant to change
and compassion to sustained contribution to the RSPCA due to individual circumstances or
all animals and ultimately animal welfare over the misconceptions about the needs of
We believe all animals deserve a good past 197 years. animals. To achieve this will require
life, but sadly for many animals this We must address young people’s a cross-organisational effort across
is not the case. All animals can, and understanding of animals and their our advocacy, science and frontline
too many still do, suffer neglect or welfare from an early age and so will service teams.
deliberate cruelty. We know if we continue with our Generation Kind We want to work in partnership
are to deliver the seismic changes in programme aimed at shaping the with organisations, communities and
animal welfare we desire, we must attitudes and behaviours of young individuals to increase our impact for
prevent abuse, neglect and cruel people towards animals. We want animals. We want to build a broad and
exploitation from occurring in the to galvanise young people around diverse animal rescue coalition. We
first place. To do this we will need animal welfare so that we nurture a know that we can’t do this alone.
to work hard to inspire kindness generation which is instinctively kind We will recruit one million
and compassion to animals and and compassionate to animals. people by 2030 to support the
support people so that they have the
We will also develop an evidence- RSPCA and our animal welfare
necessary information, knowledge,
based information, education and work through our Community
understanding and skills to take action
support offering for the public to Engagement Programme
and get it right for animals.
enhance their understanding of • We will develop, test and pilot our
We want to inspire informed debate animals and provide the tools they new Engagement initiative, which
that leads to actions of greater need to best care for them. This offer will look to inform, educate and
kindness to animals and a better will be rooted in the latest evidence, engage the public in animal welfare.
understanding of animals’ needs, knowledge and good practice. Our We will test a new information and
so that their welfare is paramount information, education and support education model and look to engage
wherever they are living out their offer will primarily be delivered individuals and communities in our
lives. To this end we are launching digitally because people tend to look advocacy, fundraising, rescue and
our Community Engagement for information online and require care work.
Programme that seeks to engage resources from a trusted organisation
one million people in animal welfare. • We will also expand our volunteering
such as the RSPCA.
This initiative will build on the work offer and will test and pilot new
24 RSPCA STRATEGY TO 2030 I Together for animal welfare RSPCA STRATEGY TO 2030 I Together for animal welfare 25Section 8
Strategic
priority 4:
Support
We will grow support We will deepen our relationship • We will collaborate and partner with
and income with our supporters and inspire businesses, other charities and other
more people to support us bodies to maximise the impact we
We are incredibly grateful to • We will prepare for our 200th make for animals.
the continued generosity and anniversary in 2024 by launching a We will develop and grow our
commitment of our supporters, as bicentennial appeal fund to help us commercial activities
without them we wouldn’t be able to to build the foundations for • We will review our existing portfolio
make the difference that we make to the RSPCA to help more animals of commercial activities.
the lives of animals in England, Wales in the future.
and internationally. The RSPCA simply • We will test and develop new
• We will review our membership products and services to generate
wouldn’t exist without the kindness
model and ensure that it is fit for income and enhance animal welfare.
and generosity of the public.
purpose for the future.
However, we need to raise more • We will look to collaborate and
• We will work to build a diverse partner with other businesses and
money to rescue and care for animals
supporter base ensuring that we are organisations to be the brand of
in need and to inspire, inform and
inclusive of all communities. choice for products and services.
educate people to stand up for and
act on behalf of animals. We want We will develop new and
more people to join us in taking innovative opportunities for
animal welfare forward, but we more people to support us in
know demand for funding will be the future
increasingly competitive as the UK • We will work to maintain, grow and
economy deals with the effect of the diversify our income.
pandemic-driven recession. We know
• We will test and develop new ways
we will also need to continue to work
for people to support our work with
hard to maintain the public’s trust in
a particular focus on digital channels.
our organisation and the vital animal
welfare services we offer. • We will continue to actively listen
to our supporters and ensure that
We know there is work to do to
everyone finds a way to get involved
enable us to continue our essential
that excites and inspires them.
work at the pace that’s required.
26 RSPCA STRATEGY TO 2030 I Together for animal welfare RSPCA STRATEGY TO 2030 I Together for animal welfare 27You can also read
