The project is about the subtle connection between the owner and the pet.

Photo of Ekaterina
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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

Initiative's representative name

Krinitskaya Ekaterina

Initiative's representative date of birth


Initiative's representative gender

  • Woman

Headquarters location: country

  • Russia

Headquarters location: city


Where are you making a difference?


Website or social media url(s)

Date Started


Focus Areas

  • Fostering emotional intelligence and behavioural competences
  • Re-imagining the role of pets in society

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?

  • €10k - €50k

Organisation Type

  • nonprofit/NGO: an organisation that uses its resources to achieve a purpose outside of creating profit
  • educational institution: an organisation dedicated to teaching and learning, including primary, secondary, tertiary institutions, and vocational schools

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.

From the early childhood, I have noticed the unusual similarity of animals and their owners. Their behavior, character, appearance - everything spoke of their proximity. A pet often becomes a real family member, a friend. I hatched the idea of a photoproject for a long time, but I started to take actions when I went to visit a friend who had a lizard home. They had completely identical smiles. Since this all started.

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

Some people, when they start to have pets do not see in them a creature that can experience emotions, and perceive them as a toy.

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

My project helps to grow empathy in relation to animals, because by associating yourself with a pet, a person becomes more humane in relation to animals in general.

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

Each picture contains a pair of black and white photos of a person and their pet, with a relevant quote beneath. Each quote is a short line from the interview, in which I've asked the model about their outlook on life, their hobbies, philosophy, fears, etc. It exposes the model's personality, shows the relation with their pet. The quote helps you see the subtle emotional and physical connection between the pet and its owner.

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)?

People who have watched my work will have a desire to interact with their pet at a different level. It is human nature to notice details in the surrounding world that are present in themselves. A person's understanding of the emotions and similarities of animals adds value to the lives of pets.

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?

After my exhibition, held in November 2018, people began to tell me that they had a lot of new thoughts about connecting with their pets. I plan to measure the success of the project in the chambers among the exhibition posters, the number of viewers in social networks and investors who are ready to invest in my project.

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

I plan to scale the project by holding exhibitions in various cities, interviewing interesting people and developing the project page in social networks.

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

I want to find funds to help animals through the sale of my works.

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?

My plans are to visit different countries and people with a different mentality and attitude towards their animals. I need professional photo equipment, money to pay for the work of my future team, print photo papers and rent an exhibition space. The source of funding in the short term, I see a grant. In the medium term, I think that the galleries will invite the project to participate at home. In the long run, I plan that my work will be sold. With the proceeds, I will develop the project, and I will transfer part of the money to animal assistance funds.

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?

HUMANIMALS is a completely individual project, although in the future I want to work with a team consisting of a PR specialist, designer, administrator and assistants.

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

I will direct most of my resources to the development of this project and my photo art as a whole.

12. How did you hear about this challenge?

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