The right to be helped

Provision of disintrested emergency aid to the stray animals

Photo of Наталья Ефимова
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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

Natalia Efimova

Initiative's representative date of birth


Initiative's representative gender

  • Woman

Headquarters location: country

  • Russia

Headquarters location: city

Velikiy Novgorod

Where are you making a difference?

Velikiy Novgorod and the Novgorodian district

Website or social media url(s)

Date Started

January/ 2021

Focus Areas

  • Fostering emotional intelligence and behavioural competences
  • Promote inclusivity
  • Re-imagining the role of pets in society
  • Revolutionizing veterinary care 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?

  • €50k - €100k

Organisation Type

  • for profit: an organisations whose main goal is to make income through business gains

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.

There are plenty of stories. Here is one of them. An injured stray dog was brought to us. Due to the absence of a diagnostic equipment ( ultrasonography, X-ray) in our vet clinic, the dog was transported to the commercial clinic to exclude internal hemorrhage and fractures. The ultrasonography proved the being of inner hemorrhage and internal injuries. To make an urgent operation the volunteers didn't have the money. The dog was brought back to our clinic but the condition of the animal had reached the critical point and the dog died. If the diagnostics had been run in time there would have been a chance to save the poor creature. This influenced decision to set up a properly equipped office for free emergency aid.

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

Existing in the modern city, stray animals are considered to be in a risk group and may get different traumas. Free of charge medical aid isn't presented in the clinics of our city. So the injured animals can't get a proper curing and as a result they die. The creation of a free emergency room will give them a chance at life.

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

To launch a free of charge office of emergency medical aid for stray injured animals, equipped with the necessary diagnostic facilities ( X-ray, ultrasonography) and emergency-aid equipment ( gas anesthesia unit, oxygen concentrator, monitor display, medical syringe dosing device, electrocoagulator for operations).

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

At present there are no free of charge vet clinics in our region. In cooperation with the Charity Fund «Salvation» we provide medical treatment to stray animals as a charity act. Our goal is provision of an extensive effective diagnostics and treatment for stray animals (X-ray and ultrasonography included). This project is considered to be an innovative one in Russia.

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)?

Many people are reluctant to help injured stray animals due to the necessity of paying the vet bills. The availability of free vet treatment will provoke the change in people's vision of the problem. Moreover it will be an example of compassion and mercy for children showing them the appropriate attitude to our «furry friends».

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?

In business terms our project is attracting new clients to our clinic. The current project of providing a free of charge treatment for stray animals kept by the Charity Funds volunteers, has helped to attract 50% of the customers (over 250 people): people who brought stray animals, return later to get the paid treatment for their own pets and further recommend our clinic to their acquaintances. Modern diagnostic equipment and the possibility of making complicated operations will allow to attract a bigger number of the clients. Providing a disinterested medical assistance we help people realize that all beings have their right to live. As a successful foundation of our project we are taking the increase of our client database and spreading of the information about the free of charge medical care.

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

To arrange the providing of disinterested medical assistance for stray animals in all regions of Russia. To take our clinic as an example and propagate the idea via social nets and Charity Funds.

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

While developing our clinic we provide new placements. Provision of a free of charge veterinary assistance for stray animals affects the development of human spiritual qualities and leads to the social awakening to the fact that every animal has its defined rights including the right to be helped.

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?

Today the clinic has a regular income, therefore it opens the possibility for us to start the development of our project. Our social orientation gives us an opportunity to set the prices for vet services lower than on the average in our city. So a sufficient number of customers is drawn in. After the opening of the office, the equipment set and tested, the advertising campaign among the clients, volunteers and Charity Funds held via the social nets, we are planning to earn on the average 1320 EUR per month for our paid services (on the base of 3-4 X-ray shots and an ultrasonography observation per day ). It can be compared to our present budget. In the long term the project will present an opportunity to attract the clients, living all ove

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?

Today the clinic is a family business, our experience is more than 20 years, higher education is veterinary. Another member of our team is currently undergoing training at a higher veterinary educational institution. Specialists are involved on a full 8-hour working day. In the future, with the expansion of the business, it is possible to recruit and train new specialists as necessary.

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

Advocate free veterinary care to homeless animals requiring emergency treatment.

12. How did you hear about this challenge?

  • Social media

Evaluation results

2 evaluations so far

1. OVERALL Evaluation

Yes, absolutely! - 0%

Yes/maybe - 50%

Maybe - 50%

Maybe/no - 0%

No - 0%

2. Is this entry INNOVATIVE?

Yes, absolutely! - 0%

Yes/maybe - 0%

Maybe - 50%

Maybe/no - 50%

No - 0%

3. Does this entry have SOCIAL IMPACT?

Yes, absolutely! - 50%

Yes/maybe - 50%

Maybe - 0%

Maybe/no - 0%

No - 0%

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

Yes, absolutely! - 0%

Yes/maybe - 50%

Maybe - 0%

Maybe/no - 50%

No - 0%

5. Is this entry VIABLE?

Yes, absolutely! - 0%

Yes/maybe - 50%

Maybe - 50%

Maybe/no - 0%

No - 0%


Yes, absolutely! - 50%

Yes/maybe - 0%

Maybe - 50%

Maybe/no - 0%

No - 0%

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 - 0%

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 - 0%

GROWTH & LEADERSHIP POTENTIAL: You have a thoughtful plan for growth and your founding team has a strong combination of leadership and knowledge-based skills - 0%

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 - 0%

POTENTIAL TO CREATE SHARED VALUE: You have a clearly defined plan on how to maximize shared value across multiple sectors and stakeholders - 100%

WRITING STYLE: Your writing style is concise, descriptive, clear, and specific - 100%

Other option - 100%

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 - 100%

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? - 50%

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? - 0%

POTENTIAL TO CREATE SHARED VALUE: Your plan can benefit from more thought on how to create value for all stakeholders, not just immediate beneficiaries - 100%

WRITING STYLE: Try to be more concise, descriptive, clear, and specific. Avoid jargon - 0%

Nothing – I thought everything was great! - 0%

Other option - 0%

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Join the conversation:

Photo of Елена Михайлова

We really need your support !!! Help us implement an important project to provide emergency comprehensive veterinary care to injured, often homeless animals. Your support will significantly increase our chances to save a life, especially in case of severe damage to the body.

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