One of the family - the case for kindness

In seeking funding or sponsorship more than 50 businesses and agencies were approached. Although all were impressed by the campaign – the goals and the concept – none were able to get board approval to grant funding. Animal welfare is poorly funded in New Zealand at national Lottery level and at community funding level.

The concept that, by funding this program, there would be a flow on effect of reducing family violence was not widely understood and while easily explained on a one to one basis – SPCA to CEO - once the presentation left the control of the organisation it seemed difficult to obtain buy in.

To tackle the public awareness of the human / animal violence link a TVC was funded by the SPCA graphically exhibiting the concept. A media campaign – print, television and website www.oneofthefamily.co.nz was used to raise awareness and contribute funds to the campaign. This assisted in a successful bid for community television sponsorship securing $1.8 million over 3 years supporting the campaign and other SPCA work. It is now used as part of our school program and is also aired free on TV. Filler ads at no cost are frequently repeated by several newspapers including the Wellington and Christchurch daily papers and a national Sunday paper.

Once the TV sponsorship was secured a series of TVCs was made depicting the ‘Five Freedoms’ around a One of the Family theme. Ads open with a father talking to an unseen ‘other’ – an animal (cat or dog) that could easily be a child – around such issues as exercise, food, shelter and discipline.

These TVCs are aired at random times – the contract does not give us placement rights – but are gradually becoming recognised as are the themes. They are also used for presentations to schools, promotions and SPCA in house purposes.

Education package

Presentations

Norm delivers school presentations with SPCA Education Officer Shelley Ryan to children aged 10 to 12. An audio visual presentation was developed to somewhat standardise the school visits ensuring that key information was imparted to each audience. This was reviewed after the first year to better fit the needs of the presenters and to make it more suitable for the audiences.

An initial DVD was filmed to use as an end piece for the presentation to encapsulate the information we wished to leave the children – and adults – with. This depicts the relationship between animals and families and is backed by inspirational music by a local band.

School support

Support materials for ongoing SPCA related work in schools includes a CD with interactive SPCA information left at all schools visited. The CD includes lesson plans, video stories to allow teachers to further develop the animal care/family values theme. The education webpage delivers additional material and encourages dialogue between teachers and the SPCA. A kids web page supports the program with information, interactive features, links and ongoing contact with children

Research

Animal cruelty and human violence

The actions of teenagers Wirimu Karena and Sahn Papa from the small rural town of Huntly in New Zealand were responsible for this major empathy education initiative.

Karena and Papa, respectively 17 and 18 years of age, poured glue over three stray cats caught in a trap behind a commercial building and set fire to it in 2005. Their crime was caught on video as were the blood chilling cries of the burning cats. (1)

However it was their complete lack of remorse or understanding of the barbarity of their actions that prompted the education campaign. When convicted of these crimes of violence they in turn laughed and were confounded by the severity of their judgment and punishment. Presumably due to their gang connections, the officer who took the case was faced with the body of his eviscerated family cat on his doorstep during the trial.

Animal cruelty is directly linked to human violence. There has been considerable research that conclusively shows that violent criminals have begun their ‘careers’ by abusing or torturing animals. Studies of US prison inmates reveal that as many as 75% of violent offenders had early records of animal cruelty. There is also a high correlation between family violence and animal cruelty (2)

This is a chilling scenario when the Karena and Papa’s actions and subsequent attitudes are considered.

Pets are part of the family in the majority of New Zealand households but if the family experiences violence they can become targets as well. While they are often an important source of comfort and stability to the victims of abuse they may become the target of threats, injury or death as a way of controlling or punishing others in the family.

A 1997 survey in the US found that 85% of women and 63% of children entering refuges reported incidents of animal abuse in their homes. Children who have witnessed domestic violence or have been the victims of abuse may become animal abusers, imitating the violence they have seen or experienced (3)
New Zealand studies reveal similar trends. A recent study by Virginia Williams NZVAs animal welfare representative (4)asking New Zealand veterinarians their experience of the incidence of intentional animal abuse showed 63% of vets had seen cases of deliberate abuse and 16% were aware of or suspected violence to the families of the abused animals. An Australian survey of Woman’s Refuge (5) returned similar results to the US study and the Royal New Zealand SPCA annual List of Shame (6) details case after case of intentional animal abuse, many perpetrated by children or young adults while our family violence statistics rise each year.

The significance of these statistics is recognised at the highest levels – the Oxford Centre for Animal Ethics is holding an international conference in September to bring together the most significant research and thinking around the animal human violence link, attracting papers worldwide (7)

Choosing to be kind: Influencing boys

Values and behaviours are established at an early age. While behaviours within families are largely beyond our control – children will see or be subjected to violence or kindness to animals or themselves – the understanding and evaluation of that experience can happen in a learning environment allowing children to choose to copy or reject those values and or behaviours.

At age 10 to 12 children are in a position of some control in most households. They are encouraged to have opinions on issues from as diverse as recycling, diet and climate change. They are at a perfect age to understand that they can change or affect their future environment be that domestic or global.

However empathy education research shows that boys are resistant to showing kindness, finding it conflicts with the macho image that they aspire to from a young age. The most effective approach has been found to have a strong male role model deliver the message that being tough and humane is not mutually exclusive. (8)

The vital ingredient

‘One of the Family’ - Norm Hewitt’s ‘mission’

Norm Hewitt, rugby ‘hard man’ and champion dancing Star, is a man on a mission.

In an interview with Kim Hill after his amazing performances in Dancing with the Stars, Norm expressed his desire to be such a role model, teaching children that it doesn’t take violence to make a ‘good man’. Agreeing to the SPCA offer to do just that, Norm is the all important X factor of ‘One of the Family’.

From late last year he has put his considerable reputation and skills on the line to spread the animal empathy message of the Royal New Zealand SPCA education initiative ‘One of the Family’

Norm is visiting schools throughout the country with SPCA Education Officer Shelley Ryan, delivering an hour long presentation to thousands of intermediate aged children.

The ‘One of the Family’ program is designed to teach children that animals have feelings and needs, that humans have a responsibility to respect those feelings and meet their needs and that the rewards for doing that are the loyalty and love that the animals return.

The children that Norm talks to, giving them the heartfelt story of his personal journey, his demons and his dreams and how his animals provided comfort and love in times when that was most needed are at a stage of finding their personal power and control.

His message is that it doesn’t take violent behaviour to prove strength or control, that kindness is powerful and fulfilling and, above all, that kindness is reciprocated by the animals and people it is extended to.

One of the Family presents an opportunity for children to choose to be kind.

Early successes

The feedback received from school staff and pupils has been 100% positive. The children love Norm’s story, his frankness and conviction, and write to him of their past abusive behaviour and their intent to change. Teachers praise the presentation and ask for more involvement in the program. Without doubt Norm is the draw card for the program and the force of his personal story, allowing the children to understand that, although his life was far from perfect, he was still able to achieve his dream, to change his circumstances and to decide to live a different life from the one that he was destined for. The result is empowering for children and adults alike.

On the strength of the ‘One of the Family’ program SPCA has won a three year air time sponsorship with TVNZ worth $1.8 million allowing an extensive public education campaign to run to complement the school presentations. TVCs have already been filmed and Norm’s face will become synonymous with the SPCA, animal welfare and the message of non violence.

Commitment

Norm’s strong family values and long term commitment to the program are evident to everyone who talks to him. He believes that this teaching is the key to breaking the cycle of family violence and has pledged his support for the campaign for ‘at least 10 years’. Like the Dalai Lama, he advocates that teaching children kindness and compassion will lead to a kinder society.

In Norm’s words, about his beautiful little daughter Elizabeth, “I’m teaching her to be kind to animals so she’ll grow up to respect others”