New cat pain campaign to use Postman Pat's Jess
Copyright - BBC
Jess, the famous black-and-white cat from the children's TV series Postman Pat, has returned to the media spotlight as part of a new campaign to raise awareness on the four major indications of feline pain. A short film starring the iconic character, available on YouTube and on DVD, is intended to be played in the waiting rooms of veterinary practices to educate cat owners while they wait.
While the nation's cats are enjoying longer life expectancies than was previously the case, research has indicated that 78% of cats are not taken to vets to get an old age check-up and 75% owners experience difficulty in recognising when their pet is in chronic pain.
Commenting, Claire Bessant of the Feline Advisory Bureau said "Despite a steady increase in the number of cases of arthritis and chronic pain in cats being diagnosed, our research shows awareness amongst cat owners remains surprisingly low. This is despite 86% of cat owners saying they would want their vet to let them know if their cat might be in pain. For many owners, spotting the signs of pain in their cat can be difficult, so we have produced this film as a simple way to educate cat owners about what to look for and to encourage them to consult their vet or vet nurse if they are concerned."
A link to the short film can be found here.
Companies marketing medicines for small pets exempt from authorisation must submit their annual return to the Veterinary Medicines Directorate (VMD) by 30 November 2026.
