Over the last few months social media has done much to expose a not-so-new trend of children (yes, really) who maim and kill animals, in the name of ‘fun’. In fact, it has become the initiation of choice for would-be members of gangs. Gangs made up of mostly 8 – 12 years olds. After logging onto a social media site and receiving news of a particularly heinous act of animal cruelty, committed by a child no older than a toddler, the Brand Management team at AV realised that they needed to do something. It should be the responsibility of the community to aid those who cannot defend or speak up for themselves. Although donations and fundraising are essential to sustain the efforts of rescue associations, the sheer volume of cases that need to be attended to is insurmountable. These valiant, overworked, underpaid heroes can only do so much saving. What is desperately needed is resources to educate our children, the keepers of our future. It is more than a little frightening to think what an 8 year old capable of killing a litter of kittens will be advancing to once he has reached maturity.

It is becoming increasingly clear that what concerned citizens, community organisations and responsible parents need to do, is educate the youth on the correct treatment of animals. So this year we are working closely with the SPCA to try and aid them in this pursuit. Creating education packages in both English and Afrikaans, we hope to reach thousands of children in communities around the nation. This is a project that, as animal lovers ourselves, is very close to our hearts and we hope to be able to report back with positive news about our progress over the next 12 months.

SPCA is always in desperate need of funds and food donations so please go to www.nspca.co.za to see how you can help.

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