RSPCA launches 'Save Our Breath' campaign
"The future of these beloved breeds is in jeopardy and we need your help to save them" - Dr Samantha Gaines.
The RSPCA has launched a new campaign called 'Save Our Breath', urging members of the public to avoid buying brachycephalic dogs, after the number of French bulldogs registered with The Kennel Club soared by 1,317 per cent between 2011 and 2020.
The campaign kicks off as the Crufts dog show takes place in Birmingham, where brachycephalic and unhealthy breeds such as the British bulldog, pug, French bulldog and Cavalier King Charles spaniel will be shown.
Dr Samantha Gaines, RSPCA dog welfare expert, said: “Sadly we are now seeing this desirability for short noses and flat faces in cats and rabbits despite the severe health issues that result from this type of breeding.
“For years we have deliberately been breeding dogs in our pursuit for extreme body shapes including shorter, flatter faces.
“We’ve created generations who struggle to breathe, struggle with heat regulation, are chronically tired and can’t exercise without collapsing, and have to sleep with their head propped up on a pillow or with a toy in their mouth, just to help them breathe.
“In dogs, particularly, this has become such a huge welfare concern that we are left with only one option; to urge people not to buy them at all.
“Unfortunately, it is too risky to buy these pets because it is practically impossible to find a healthy one. This is a growing animal crisis and urgent intervention is required.”
The organization is hoping that this new campaign will encourage members of the public to stop considering brachycephalic features as cute, and instead recognise the serious health issues that these pets experience.
In a news release, the RSPCA said: “Our Save Our Breath campaign seeks to educate the public about the impact of this type of breeding on dog welfare.
“We’d like people to consider getting an alternative breed or consider a crossbreed that has a lower risk of problems.”
As a part of the campaign, there will be two surveys for members of the public to fill out. One survey will collect information on brachycephalic animals in advertising, while the other will collect the public's own experiences with brachycephalic animals.
Campaign materials can be accessed here.
BSAVA is to partner with BVA Live (11-12 June 2026) to champion clinical research.
