RSPCA - New advertising campaign

A new RSPCA advertising campaign will show the organisation doesn't just deal with the cute and fluffy - it's also involved in combating domestic violence and torture of pets.

The documentary-style series of ads, on television and in print media in coming weeks, highlight the link between animal and human abuse, as well as the dangers faced by RSPCA inspectors, who often accompany police on raids.

The ads show confronting scenes of domestic violence, and promote RSPCA community programs to reduce animal cruelty.  The initiatives include the Pet Protection program that houses animals belonging to victims of domestic violence, to make it easier for people to escape an abusive environment.

"Research shows that perpetrators of domestic violence often threaten the family pet with torture as a way of maintaining control," the RSPCA said. "By removing the pet and keeping it safe, the family can take action to get out of the violent situation."

A Humane Education program educates children about respecting animals, while RSPCA inspectors often seek psychological help for people who hoard animals in appalling conditions.

RSPCA NSW chief executive Steve Coleman said the public might not be aware of the interventions the organisation undertakes to help both animals and humans. "Clearly we've been around for a long, long time, and clearly our core work is animal welfare, but it's just so much more," he told reporters.

"What's evolved over the last four to five years are these programs that directly and indirectly impact on human welfare. "It's a pitch by the RSPCA just to show the general public exactly what the RSPCA does, warts and all, with humans and animals."

He said he expected the ads to shock audiences.

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