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RSPCA launches new campaign and rebrand
A new advert contains celebrity cameos from Chris Packham, Brian Blessed, and Shirley Ballas.
The charity is calling for a million acts of kindness.

The RSPCA has launched a new campaign which aims to inspire the public to carry out one million acts of kindness towards animals.

Launched as the charity rebrands itself during its 200th anniversary year, the 'For Every Kind' campaign encourages people to carry out acts of kindness including: learning how to help sick and injured animals, volunteering, litter picking, and making gardens and community areas more wildlife friendly.

An advert has been released to promote the message, featuring an array of different animals “singing” along to Aretha Franklin’s recording of ‘Respect’. Some of the charity’s celebrity ambassadors lend their voices, including TV presenter and conservationist Chris Packham, actor Brian Blessed, and dancer and Strictly Come Dancing judge Shirley Ballas.

The animals featured in the advert highlight a range of different RSPCA campaigns, including higher welfare standards for livestock, ending greyhound racing, the importance of neutering or spaying cats, and dealing with health issues faced by brachycephalic breeds.

Chris Sherwood, RSPCA chief executive, said: “All animals deserve our kindness and respect and the first step to changing the way we treat animals is changing how we see and feel about them. Which is why we are launching our ‘For Every Kind’ campaign to mark our 200th year. A world that is better for animals, is better for us all.”

The campaign has been launched to coincide with the RSPCA revealing its first major rebranding in 50 years. The charity has a new logo, a new typeface for its shop fronts, and icons tailored to individual regions in the UK where the charity operates. The dark blue the charity used in its previous branding has also been replaced by a brighter blue.

Mr Sherwood added: “Our brand hasn't been updated since the 1970s and it has been holding us back in becoming the modern, forward-facing RSPCA we want to be. We need people to reappraise us and rethink our place in the world if we are going to face up to the huge challenges facing animals.”

Image © RSPCA

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Reporting service for dead wild birds updated

News Story 1
 The Animal and Plant Health Agency (APHA) has updated its online reporting service for dead wild birds.

The new version allows those reporting a dead bird to drop a pin on a map when reporting the location. It also includes a wider range of wild bird species groups to select from when describing the bird.

The online service, which helps APHA to monitor the spread of diseases such as avian influenza, can be accessed here

Click here for more...
News Shorts
NI chief vet urges bluetongue vigilance

Northern Ireland's chief veterinary officer (CVO) has urged farmers to be vigilant for signs of bluetongue, after the Animal and Plant Health Agency warned there was a very high probability of further cases in Great Britain.

There have been 126 confirmed cases of bluetongue virus serotype 3 in England since November 2023, with no cases reported in Northern Ireland. The movement of live ruminants from Great Britain to Northern Ireland is currently suspended.

According to the Department of Agriculture, Environment and Rural Affairs (DAERA), the virus is most likely to enter Northern Ireland through infected animals or germplasm (semen or ova) being imported.

Brian Dooher, Northern Ireland's CVO, said: "Surveillance for this disease within Northern Ireland has been increased to assist with detection at the earliest opportunity which will facilitate more effective control measures."

Farmers should report any suspicions of the disease to their private veterinary practitioner, the DAERA Helpline on 0300 200 7840 or their local DAERA Direct Veterinary Office.