Children of war... A hollow of Terror and Fear!

Passion & compassion to Mend children's shattered souls!

Photo of Dayana Beainy
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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

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

Dayana Beainy

Initiative's representative date of birth


Initiative's representative gender

  • Woman

Headquarters location: country

  • Lebanon

Headquarters location: city

Chouf Mountains, Mazraat Al Chouf.

Where are you making a difference?

Lebanon & all Arabic speaking countries.

Website or social media url(s)

Date Started


Focus Areas

  • Re-imagining the role of pets in society
  • help frustrated children to re-accept life and to reintegrate in life in a natural and balanced way.

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?

  • €100k - €250k

Organisation Type

  • nonprofit/NGO: an organisation that uses its resources to achieve a purpose outside of creating profit

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.

People reported a stray dog left behind by her owners, they told me she remained where they left her waiting for them to return, under heavy rain, hail, snow... I wanted to treat her from the many frost bites she had and shelter her. She was badly abused so she ran from me to a river bank near by. As I ran after her My eyes caught in one split of second, a small boy throwing a huge rock at a puppy, it hits him in the chest, he howls briefly and disappeared into the bustling current of the river. It was such agonizing moments before we could save the drowning puppy, the man who helped me was the boy's father, a family of Syrian refugees, crippled by war, anger and lots of hatred towards life! The puppy, and the family are now at the Shelter

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

The middle east region is witnessing long torturing wars: Lebanon, Syria, Iraq, Yemen, Libya, children are living through all kind of pain and despair, their perspective on life is dark and twisted, their approach towards humans and animal is becoming dangerous and very cruel at some point, I believe they could be perfect sprouts of future terrorists. We need to foster these lost souls and give them back them back their innocence and optimism

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

"War Juniors" Media Center and Interactive Hub: In this project we aim to help children understand to importance of making the right healthy choice, we are going to produce a film for children on how important is to co-exist with other living creatures on our Planet, how to overcome our misfortunes, and how to improve the quality of our lives in harmonious, non violent ways regardless to any suffering or torture we have been exposed to in the past. Along with all our dear animal rescues in our shelter, we are going to help them mend their psychological wounds and give them the power and knowledge to become the future "Earth protectors" we are going to give them responsibilities in the center, writing and diffusing media, announcing their agenda and achievements on a local radio station, news reporting on social media, performing rescues, organizing Dogs- kids ecological hikes, play times and competitions with rescued pets, one on one Pet-Child healing/chilling hours. The activities will by under guidance of Experts, Vets, and Media and PR specialists to help repair those children's self esteem and consideration for any other living creature in nature and reconstructs themselves.

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

We are going to tackle this issue with the same tools they use every days: their multimedia gadgets, children are so attached to their phones for instance , so we are going to make a swift diversion in this addiction from waste of time or possibly harmful interaction to a whole executive influential media persona, who is totally aware of environmental issues like the climate change resulting from unhealthy human practices and excessive consummation, nature and animal abuse. I am in a process of producing a film on "the Human impact on mother Earth", I want to create one addressed to kids, that speaks their language and stimulates both their curiosity and their chivalry to transform their attitude from idle to active using their own tools.

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)?

The media center will be an extension of the "Shouf Dog Shelter" children and their parents will assist rescue missions, they will also get involved with the media releases e.g. : shooting, reporting, diffusing media live for the rescue on their Facebook, Instagram, Twitter, they will influence their friends in their neighborhood and schools, with time the whole community will be involved in protecting and harmonizing with all elements of nature. Our rescued animals are usually traumatized and injured (poison, weapon shots, malnutrition, ill human treatment etc..) If children and parents engage personally on action with us they will see the negative impact of "a human wrongdoing and injustice" first-hand, it will impact them deeply, plus sharing and reporting the incident themselves and conveying their spontaneous observations and reactions to their peers will speak a million words in just one post, they will learn how to feel sorry for abused animals and elements of nature but also act to rescue, they will put their hands, voice, words, hearts in our mission which will become naturally theirs as well!

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?

Socially: In the "Lebanon after war" as I said killing became so easy, the "Value" of a "life" is no longer as it use to be before war. The matter is a lot worse in the neighboring countries which witnessed radical terrorism, children ISIS grooming, deportation, deprivation, hunger and even sexual abuse in their refugee camps, when we started our rescues the community would criticize us harshly, accusing us of insanity or even anti-human philanthropists using our resources to help animals instead of helping humans exclusively, with our constant and wise awareness campaigns, school visits, door to door open conversations and especially our media platform we managed to bring people to us, to our cause, convincing them of the importance of co-existence, and the "right of living" of every being. We now have children and parents volunteers, killing of strays has dropped considerably.

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

We started locally and as everyone knows Media is the most effective force which we are using to implement Laws and Action in the state through the ministries of environment and agriculture, we are also encouraging municipalities to create their own shelters and enroll awareness programs in their duties' agenda. We are in the process of creating and registering our own "Movement" in collaboration with influential Environmental Parties in Europe, once our movement is approved by the ministry of interior we will be visiting all Arabic countries to help them implement a similar applicable plan.

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

This plan will create a full circle of "compassionate business" if I may call it: 1. Feeding the hungry (Purina and all healthy products) 2. Treating the sick and injured (Vets clinics and pharmaceutical) 3. Caring with love (pets necessities: homes, collars, leashes, cloths, quilts...) 4. The Media center in it shelf will create a homogeneous circle of action and reaction that will flourish with authentic values of human living, if a child help once, fed or protected a weak creature he will be eager to help again with his peers to show off and lead them into his circle. This wave of chivalrous compassion will soon spread and will definitely alter human behavior from bad to good, it will also reconstruct any crooked intention/behavior

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?

I am planning to fund it through national and international connections, locally through concerned ministries and the state, internationally by teaming up with devoted international organizations with similar concerns and plans to help save our Planet and its dear inhabitants,being in the media field helps us expand and connect, we are devoted, work hard, tell the truth, we show it to people and we get them engaged, I am sure financing will be much easier than taking people off their nonchalance and their bad habits. we do have the "Animal Aid Network" now with our colleague Nehmat Alameh with new members every week, we are members of LHEE NGO for Environment, We are going to be a sister movement to Party for the Animals/Netherlands soon!

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?

My self : Founder, Media responsible ( I am a Radio/TV writer announcer director/Activist Nehmat Alemeh: Animal Aid Network/rescuer Amal Kanafani: Vice president/ Projects coordinator Administration, PR and communication team, Workers at the shelters, Vets, we also collaborate with the Animal House Hospital in Beirut, rescuers, volunteers, we also have a whole network of donors, supporters, and media influentials, A local Radio Station and our Own Professional Film Director Walid Hassanieh

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

We will definitely force forward: A professional you tube Channel, Seminars with advanced presentations and high quality Documentaries,an Environmental Cinema at the Media Center. We will be able to enter film festivals and competitions as well, therefore be very useful to our sponsors and get new ones for sure. We will invites corporate and entities to visit and share their Knowledge/Experiences with the community. Wining this prize will definitely help us change the whole picture painted of Lebanon and the Middle east, I believe it will give it back its humanity, its soft Oriental lyricism and Sufism after decades of violence... it will give Lebanon back its previous title: The Orient Switzerland... in one word: it will clean us!

12. How did you hear about this challenge?

  • Recommended by others

Evaluation results

119 evaluations so far

1. OVERALL Evaluation

Yes, absolutely! - 28.2%

Yes/maybe - 3.4%

Maybe - 1.7%

Maybe/no - 6.8%

No - 59.8%

2. Is this entry INNOVATIVE?

Yes, absolutely! - 27%

Yes/maybe - 5.2%

Maybe - 1.7%

Maybe/no - 14.8%

No - 51.3%

3. Does this entry have SOCIAL IMPACT?

Yes, absolutely! - 30.8%

Yes/maybe - 4.3%

Maybe - 4.3%

Maybe/no - 10.3%

No - 50.4%

4. Does this entry have potential to GROW & demonstrate LEADERSHIP?

Yes, absolutely! - 26.1%

Yes/maybe - 7.6%

Maybe - 3.4%

Maybe/no - 14.3%

No - 48.7%

5. Is this entry VIABLE?

Yes, absolutely! - 27%

Yes/maybe - 5.2%

Maybe - 6.1%

Maybe/no - 12.2%

No - 49.6%


Yes, absolutely! - 28%

Yes/maybe - 5.1%

Maybe - 5.1%

Maybe/no - 10.2%

No - 51.7%

7. FEEDBACK – Highlights

INNOVATION: You have a great understanding of the problem, have researched existing solutions, and have developed unique, thoughtful new solutions or used an old model in a new way - 71.4%

IMPACT: You use specific numbers and evidence to describe what your project has achieved so far (or plan to achieve in the future) and you have a plan for measuring impact - 71.4%

GROWTH & LEADERSHIP POTENTIAL: You have a thoughtful plan for growth and your founding team has a strong combination of leadership and knowledge-based skills - 92.9%

VIABIBLITY: You have given a great deal of thought to not just the idea itself but how to make it work from a financial perspective in the present and future - 100%

CHANGEMAKING ACTIVATION: You value thinking around how to activate changemakers and empower them to innovate through your product or programming - 83.3%

POTENTIAL TO CREATE SHARED VALUE: You have a clearly defined plan on how to maximize shared value across multiple sectors and stakeholders - 81%

WRITING STYLE: Your writing style is concise, descriptive, clear, and specific - 59.5%

Other option - 0%

8. FEEDBACK - Areas for Improvement

INNOVATION: Be more specific in your description of the research you have done into the past solutions to this problem and focus on how your solution is unique and innovative - 100%

IMPACT: Provide specific instances of your social impact and how you plan to measure impact – it may be helpful to describe the beneficiaries, products and programming, and provide evidence of (or plan for) how to measure impact - 96.2%

GROWTH & LEADERSHIP POTENTIAL: Your plan for growing the organization can benefit from more specifics. How can you round out the various skills of your current leadership team to make the project a long-term success? - 82.3%

VIABILITY: Make sure you have provided descriptive information about your financial sustainability plan. Where do the funds come from now and do you have a concrete plan for future sustainability? - 82.3%

POTENTIAL TO CREATE SHARED VALUE: Your plan can benefit from more thought on how to create value for all stakeholders, not just immediate beneficiaries - 73.4%

WRITING STYLE: Try to be more concise, descriptive, clear, and specific. Avoid jargon - 60.8%

Nothing – I thought everything was great! - 25.3%

Other option - 1.3%


Join the conversation:

Photo of Nora Mccarthy

Great project

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