Veterinary District Nurse Carla Finzel, addressing the Equality Act 2010 protecting Human-Animal bonds.

Carla’s powerful vision to bring Veterinary nursing care to those who are unable to access the traditional setting for their pets.

Photo of Carla Finzel
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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

Carla Finzel

Headquarters location: country

  • United Kingdom

Headquarters location: city


Where are you making a difference?

At present in Sussex but with hopefully winning this prize can take it worldwide.

Website or social media url(s)

#IfItWereYourAnimalCompanion #districtveterinarynursing #EqualityAct2010 #humananimalbond #animalwelfare #humanwellbeing #onewelfare #onehealth #BeeAlwaysKind #empathy #compassion #love #kindness

Focus Areas

  • Fostering emotional intelligence and behavioural competences
  • Promote inclusivity
  • Enhance physical activity and wellness
  • Re-imagining the role of pets in society
  • Revolutionizing veterinary care for pets
  • Preventing unneccesary Euthanasia of animal companions and/or separation from their owners.

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

  • civil society: a community of citizens linked by common interests

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. ~~ I have a patient - Monty, owned by an 88-year-old lady who has arthritis, cataracts and struggles to walk. She wasn’t able to take him to the vets daily and without support, he would have had to be put to sleep or sent to an animal shelter. Carla said: “If this had happened, imagine the heartbreak for his poor owner? But I was able to go and feed him every day​,​ to make sure he had the right ​dose of insulin​ and check his blood sugar levels. “Now, he’s a healthy weight and is in remission. He no longer has diabetes ​needing insulin injections twice a day ​and for the lady’s peace of mind I visit every few weeks to check he’s ok.”

2. The problem: What problem are you helping to solve? ~~ That people and their beloved animal companions bonds are protected. So many animals are euthanised or put in shelters because their owners find it challenging to put the veterinary treatments prescribed in place - the veterinary industry expects them to have skill sets that takes a qualified veterinary nurse 4 years to acquire.

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

My Veterinary District Nursing model stands to protect the human-animal bond for the benefit of patients, carers and their families, by supporting Veterinary Nurses to grow new Veterinary nursing skill sets, to form new career pathways and improve Veterinary Nurse retention. My company aim is to support employers, educators and policy-makers to promote the best in Veterinary Nurses for the benefit of all our pets and their people. “Our patients are beloved companions and family members and we owe them and their people this dignity, empathy and compassion”, quotes Carla.

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)?

‘'… working in the community to enable and empower owners to care for their unwell pets at home is invaluable. We have had many cases where this has been instrumental in getting patients home from our hospital much sooner than would have been possible without assistance and support... But, even more importantly, there is help for those pet owners who are out working full/part-time, owners who physically are not capable of dealing with an unwell pet, owners with dementia, elderly owners learning to give insulin to a diabetic patient, owners with disabilities and owners who are anxious about how to administer medications, injections and tube feeds...who are the majority of pet owners to be honest... Carla is our eyes and ears in the community and our go-to whenever someone needs a little help, guidance and a kind ear.”

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

12. How did you hear about this challenge?

  • Several colleagues encouraged me to enter this competition.

Evaluation results

1 evaluation so far

1. OVERALL Evaluation

Yes, absolutely! - 0%

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2. Is this entry INNOVATIVE?

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3. Does this entry have SOCIAL IMPACT?

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

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Yes, absolutely! - 0%

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6. 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 - 0%

CHANGEMAKING ACTIVATION: You value thinking around how to activate changemakers and empower them to innovate through your product or programming - 100%

POTENTIAL TO CREATE SHARED VALUE: You have a clearly defined plan on how to maximize shared value across multiple sectors and stakeholders - 0%

WRITING STYLE: Your writing style is concise, descriptive, clear, and specific - 0%

Other option - 0%

7. 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 - 0%

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 - 0%

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? - 0%

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 - 0%

WRITING STYLE: Try to be more concise, descriptive, clear, and specific. Avoid jargon - 100%

Nothing – I thought everything was great! - 0%

Other option - 100%


Join the conversation:

Photo of Eimear Humphreys

A very needed service to best tailor our treatment plans for pets and their owners where for whatever reason the clinical environment is not the optimal place. Carla is passionate & caring & deserves a break in making this service accessible to all.

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