Educating a kinder generation
Prevention: the most important word in our name
We work 365 days a year, 24 hours a day rescuing all animals from all types from abuse, neglect, and injury. But we never forget the most important word in our name: prevention.
Our vision is a society where no animal suffers unnecessarily. Where thoughtfulness, care and respect are shown towards all animals. And that starts with young people. We’ve been supporting teachers to develop informed, responsible and active citizens for many years, through free lesson plans and teaching resources.
But, the world is changing and the challenges facing animals are changing with it.
Evidence of new challenges for young people
Young children are being exposed to horrific incidents of animal suffering online, in ways previous generations have simply not experienced.
Our latest report - Building a kinder generation (PDF 0.9MB) - reveals that nearly a quarter of school children aged 10-18 have witnessed animal cruelty and neglect on social media. In response to this shocking fact we've launched our biggest ever education and prevention programme - Generation Kind.
Generation Kind is a set of ambitious, innovative projects that aim to nurture and encourage the values of kindness and compassion towards all animals within children and young people of today. In this way, we can create a future society that is truly kind to animals.
Broken down into nine innovative programmes, Generation Kind focuses on three key areas:
But, we’re asking you to get involved too! Take a look at the activities you can do at home with the young people in your life.
Help shape a kinder generation
With your help we can promote kindness towards all animals to the next generation.
Call for animal welfare in education
Alongside education experts we believe that teaching children to care for and respect animals from an early age can bring about positive change for children and animals and help to create a kinder world
Join our campaign calling on the Governments in England and Wales to include animal welfare in education.