Understanding values and social norms to inform messaging and interventions with Cats Protection's Jane Clements and Matthew Payne

This session will explore how understanding community values and social norms is important for messaging, and intervention design which interacts with communities and develops relationships with them. Be ready to challenge your preconceptions and assumptions!


Jane Clements joined Cats Protection in 2012 and developed CP's neutering strategy to embrace behaviour change methods, recruiting and developing CP's Community Neutering Team. The team is comitted to working with communities, using behaviour change techniques to break down barriers and offer effective interventions to improve cat welfare in challenging areas of the UK. Jane is responsible for the creation and management of the Cat Watch study. This is the largest cat census ever undertaken in the UK, using a unique methodology which aims to demonstrate that TNR can be a tool for engaging with communities and changing public behaviour towards neutering of cats and care of communtiy cats. Working collaboratively is key to all of our success; Jane sits on the Cat Population Control Group for CP, leading on the veterinary enagagement workstream and using the Behaviour Change Wheel model as a framework for the group to design interventions. Jane's background is in Equine Science, she is a Registered Veterinary Nurse, a qualified teacher and assessor and is currently studying towards an MSc in behaviour change. jane.clements@cats.org.uk.

​Matthew Payne is the Community Neutering Officer at Cats Protection for the North East and Yorkshire. Matthew has been working in this role for just over three years, developing and managing a community neutering outreach project in Manchester between 2015-2017, and now managing the BD5 Cat Watch in Bradford. Before joining Cats Protection, Matthew worked as a primary school teacher for over 7 years and also volunteered for a number of animal welfare organisations, developing educational programmes and resources for a wide ranging audience.


​The Inspirational Voice with Anna Baatz

How often do we hear people say, it’s not what you say, it’s the way that you say it? Consider for a moment the most inspirational speech you know of, that one that really makes the hairs stand up on the back of your neck. Then consider taking the exact script from that word for word and delivering it yourself. Do you think you could have the same impact? The voice itself is one of the most powerful behaviour change tools we possess. It is a vehicle for inspiration and engagement with our listeners and audiences. And yet it is rarely utilised to the very best of its capabilities. This fun-packed workshop will enable participants to gain a better understanding of the muscular workings of our body when we speak and when we present, and how that can both hinder and enhance the impact of a presentation. The voice is a muscle that requires the same understanding and care as any other muscle in our body. Through this increased understanding, participants will be able to apply this to inform their presentation delivery style. It will help participants avoid the dreaded ‘death by powerpoint’ presentation approach, and instead deliver their own unique presentation skills with a new physical support and confidence. We will practice together a range of voice strengthening and warm up techniques. Additionally we will look at projecting and varied pitch, pace and tone of the voice in order to gain and retain audience interest and reinforce the presentation messages, when undertaking any aspect of public speaking. Come with an open mind, be prepared to have some fun, and leave feeling more confident in all aspects of your public speaking.


Anna is currently the monitoring and evaluation lead for the UKs most prolific animal welfare education department embodied within the UK’s largest dog welfare charity. Within this department she has constructed and carried out a large scale randomised control trial sampling several thousand children, to evaluate the successfulness of the education programme. Driven by this research she has subsequently co-lead on an overall outcome focussed restructuring of the education department output. She has additionally recently completed a masters at UCL Institute of Education in Educational Planning, Economics and International Development. Her final thesis, also the construction and implementation of an experimental impact evaluation design in schools. This time evaluating the impact of the education programme of India based NGO TOLFA in Rajasthan, India. The thesis posed the research question; can a single animal welfare workshop increase pupils’ compassionate feelings towards animals? And can it? You will have to ask her. She has also recently contributed to HBCA on their impact evaluation e-learning course. She regularly consults both internationally within the well-known dog welfare charity and independently for smaller education programmes, to enable them to develop a more outcome focussed planning framework as well as put in place the first stages of monitoring and evaluation. A certified teacher with over ten years’ education delivery experience, to date she has delivered over two thousand animal welfare themed, outcome focussed workshops to tens of thousands of children and young people across both the UK and Asia. Alongside education Anna has worked as a freelance presenter and voiceover artist for over 14 years, voicing TV and radio campaigns for big brands such as Superdrug, Lambrini, Karcher, Jet 2, Leesa Mattresses, Boundary Mills and many more. From a veterinary family, Anna is outright passionate about animal welfare but equally the importance and power of inclusive and evidence based educational practice in order to drive positive behaviour change and address any animal welfare issue.


​​Animal Centered Design (ACD): Empathy based human behavior change with Luisa Ruge
When solving for welfare, one of the main challenges is to change human habits or behaviors that are negatively affecting the animals in question. This workshop aims to introduce empathy-based methods from the field of Human Centered Design (HCD) adapted for use with animals, as a means to elicit lasting human behavior change. We will dive into HCD theory through an interactive exercise which will then provide the basis for brainstorms and a workshop activity/discussion. This workshop has a duration of 2 hours, and is aimed at 10-12 participants, who preferably have had animal welfare field experience.


Designer / PhD Candidate in Animal Computer Interaction, www.luisaruge.com In her current undertaking of a PhD in Animal Computer Interaction at the Open University, Luisa has found a way to combine her expertise as a design researcher, with her mobility assistance dog training experience. Her research aims to design optimized interactions between mobility assistance dogs and the built environment. Prior to this, Luisa worked as a Lead Business Designer at Polymath Ventures, where she co-lead multidisciplinary teams in the design of billion dollar businesses across Latin America. As an independent design consultant, her projects ranged from collaborating with the US State Department and the James Beard Foundation in creating the exhibit strategy for the US Pavilion at ExpoMilan 2015; to defining a brand strategy for Sansaire, a small appliance start-up. Previously Luisa helped create and establish the design research team at Chamberlain, leading projects across multidisciplinary teams, international markets and product lines. As an adjunct faculty member of the Design Department at the Illinois Institute of Technology, she co-taught Research Planning & Execution. In addition she was Lead Color Finish and Material designer, at Whirlpool Corporation in both their US and Italian offices. Among her projects, the one she holds most dear was leading the re-design of the 90th Anniversary Candy Apple Red edition of the Kitchen Aid Stand Mixer. 


Identifying and addressing real and perceived barriers with RSPCA

​The work of the RSPCA addresses many different animal welfare issues in many different contexts. This involves working with a variety of audiences, even when focusing on the same issue. Knowing our audiences, what drives and motivates them, and what they perceive as barriers to change - or even barriers to recognising that there is an issue in the first place - is key to planning effective interventions. As an organisation, we are only just beginning to apply HBC principles to our practice, and we would like to share some lessons we have learned so far. Participants in this workshop should expect to be working interactively in small groups on specific case studies - they are invited to bring their own case studies, or work on those provided for them.


Workshop facilitator info coming soon.


EASE Workshop: 'Stop crying: it was only a dog': Disenfranchised grief and the importance of mourning animals with Professor Samantha Hurn and Dr Fenella Eason (EASE working group)
Disenfranchised grief refers to feelings of loss following the death of another in situations where those feelings cannot be openly expressed or acknowledged, or where mourners are stigmatised because their feelings conflict with dominant social values and practices. Consequently, disenfranchised grief appears particularly apt for describing the experiences of many humans in response to nonhuman death in a variety of settings, from the deeply mourned loss of elderly companion animals to the billions of livestock animals killed by and for humans every year. Regardless of the nature of animal death, there is mounting evidence linking responsibility for, or even just exposure to, animal death with compromised mental health. In this workshop we will outline some recent thinking and research on animal death and the wider impacts of disenfranchised grief. We will then adopt a 'death café-format' discussion, where we will examine different categories of grief, and different experiences of, and responses to animal death. We will conclude with exploring what forms of support or other activities might be beneficial for individuals working with animals (and dealing with animal death), or for those working to try and initiate wider positive behaviour changes in relation to animals.

Facilitator biogs coming soon.

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Session 3 - Saturday afternoon

These workshops are running concurrently and only once this weekend.