Let's be great with pets

Launch systematic work to foster respect for pets by means of contests, exhibitions, lectures and other methods.

Photo of Ярослав Базуев
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I confirm that I am fully aware of the eligibility criteria and terms of the Purina BetterwithPets Prize and, based on its description, I am eligible to apply:

  • Yes, I’m eligible
  • Yes, I’m 18 years old or older

Should you be successful, please confirm your availability to attend:

  • Additional Skype interview(s) during the week of March 16-20th 2020
  • The Purina BetterwithPets Forum in Paris, on 3-4th of June 2020

Initiative's representative name

Yaroslav Bazuev

Initiative's representative date of birth


Initiative's representative gender

  • Man

Headquarters location: country

  • Russia

Headquarters location: city


Where are you making a difference?


Focus Areas

  • Re-imagining the role of pets in society
  • Fostering a culture of healthcare for pets

What is your current yearly budget for the initiative? If you are an idea stage, what early budget you would need to kick-off and run operations in your first year?

  • €1k - €10k

Organisation Type

  • youth-led initiative: organisations, whether informal or formal, created and led primary by young people

1. Founding story: Share a story about the "Aha!" moment that led the founder(s) to get started or the story of how you saw the potential for this project to succeed.

At the beginning of this year, the Law on Responsible Handling of Animals entered into force in Russia. Of course, positive changes are outlined. At the same time, this also affected the opportunity to organize events dedicated to the topic of pets. For example, organizing exhibitions now requires not only the presence of veterinary passports but also a specific setup of exhibition area. Thus a risk emerges that people simply will choose to not bother with organizing events. Some organizations have already decided not to hold events due to difficulties in complying with the law (even having participants for many years!) In order to promote pet-human bond, it's significant to keep and reorganize good practices in new circumstances.

2. The problem: What problem are you helping to solve?

There is no systematic work to foster respect for pets (it's mostly occasional).

3. Your solution: How are you planning to solve this problem? Share your specific approach.

Main (target) audiences are families with young childs (up to 7-8 years) and youth. This project (in current state) consists of three (public) stages: 1) "Entry-point" events (meetings with groups of children about importance of pet-human bond); 2) Contests (creating engagement by drawing, video competitions and possible different means); 3) Exhibitons and lectures about healthcare of pets.

4. Innovation: How are you innovating or using unique approaches to solve the problem?

The key feature is an integrated approach: it isn't only about exhibitions or lectures. It's about consistent creation of awareness.

5. How does your project harness the pet-human bond to help people develop important social competencies (For example: emotional intelligence, collaboration, empathy, resilience, inclusivity) and overcome serious societal issues (for example: violence, abuse, trauma, isolation, abandonment)?

Better understanding of interests, problems and concerns of others leads to development of empathy and emotional intelligence. Collaboration is being promoted through cooperated solution of problems (for instance, upbringing in families, participation in contests for teams). Additionally, the project might help to reduce violence (by caring as a new norm).

6. Impact: how has your project made a difference so far in terms of both business outputs and social impact? How do you plan on measuring progress?

On surface, amount of events and attendants/participants matters. Coverage in media and social networks is also a useful source of data. Still, when it comes to social effect, it's about number of acts of violence, homeless pets and less obvious changes (such as rise of interest for healthcare for pets).

7. Growth strategies: what are your main strategies for scaling your impact?

Spread to the rest of Udmurt Republic and nearby regions may be organized via sharing of information about used methods and tools for this project.

8. Creating shared value: How does your initiative create value for different stakeholders?

Businesses get new potential customers attracted by responsible practises. Local authorities might have less pressure dealing with homeless pets and better public image. NGOs and activists will have more incentives to cooperate on a specific initiative. "Medias" enjoy rather unusual news stories.

9. Financial sustainability plan: can you tell us about your plan to fund your project and how that plan will be sustainable in the short, medium, and long term?

It may be reasonable to count not on financial support, but on provision of support in specialists, spacing, promotion and so forth by organisations and individuals. For instance, local public libraries as well as schools may become partners. In future, paid courses and events may be considered.

10. Team: what is the current composition of your team (types of roles, qualifications, full-time vs. part-time, board members, etc.), and how do you plan to evolve the team’s composition as the project grows?

Successful team should be able to work (or ready to learn quickly) in the following fields: - educational programmes; - organisation of events; - partnerships (with government structures, businesses, etc); - media (including social media); - finance and inventory management and so on.

11. How do you plan to influence your field of work if you are a winner of this edition of the Purina BetterwithPets Prize?

This may reveal that systematic work has better results and inspire others for elaborate plans.

12. How did you hear about this challenge?

  • Article in the news


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