New website promotes animal welfare issues

Happy Tails will feature heart-warming South African animal stories with a focus on animal welfare issues to support animal welfare organisations.

It is dedicated to proving that animal welfare is an important part of the country and that animals from these organisations are beautiful, healthy and adoptable. In addition to adoptions, it strongly advocates responsible pet ownership with a major emphasis on sterilisation.

The website will increase public education and awareness and endeavour to contribute to changing the face of animal rescue and shine a positive light on animal welfare in our country.

Research shows that South Africans love their pets – Euromonitor International (November 2010) found that there are around 5.3 million ‘pet households’ in our country; the research found that the majority of these see their pet as a family member (more so in female, higher LSM categories). According to international research, pet care industry growth is steady (4-5%), even during recessions; females – particularly baby boomers and millennials – are the group most likely to spend on pet care and anything related to it, even in the premium markets.

A wide community has grown around animal welfare in South Africa and brands seen to care about animals are held in high regard – almost an extension of cause marketing.

The website will be driven by a Facebook page – Happy Tails – which has a dedicated following of over 4,500 animal lovers. Its niche audience is made up of women between the ages of 45-54 and in the LSM 7-10 brackets).

For more information, go to www.happytailsmagazine.co.za.