JSPCA PRESS RELEASE

October 2011

PEDIGREE ADOPTION DRIVE 2011 LAUNCHES AS STRAY AND ABANDONED DOG FIGURES REACH HIGHEST IN 11 YEARS

Following the recent announcement from Dogs Trust that stray and abandoned dog figures in the UK have reached an 11 year high, leading petcare brand Pedigree is today launching its fourth annual Pedigree Adoption Drive.

The campaign, which seeks to raise awareness and funds for the thousands of strayed and abandoned dogs in the UK, comes at a time when recent statistics put the number of dogs being picked up by local authorities in the last year at 126,176 - the worst in over a decade*.

Since its launch, the Pedigree Adoption Drive has raised over £1million for rescue centres up and down the country who are working tirelessly to find new and loving homes for abandoned dogs.  Last year alone, grants of almost a quarter of a million pounds were distributed to 34 rescue homes and went towards funding the vital refurbishment of dilapidated kennel blocks, desperately needed veterinary facilities and the supply of essential surgical equipment.

TV presenter and wildlife vet Steve Leonard, who is supporting this year's campaign, said: "Rescue centres across the country are at capacity due to the overwhelming number of stray and abandoned dogs in Britain - a number which is sadly still on the rise.  We need to work together to make people aware of this issue and educate them about both the benefits and commitment involved in owning a dog.  the finds and support generated by this campaign, help to give abandoned dogs everywhere a second chance at the loving homes they deserve."

In the UK, as many as 20 abandoned or stray dogs are put down every day*.  To highlight this shocking statistic, Pedigree is calling od dog lovers everywhere to take part in the world's first virtual dog walk around the web.  Web users will be able to start their walk from www.pedigreeadoptiondrive.com and every completed walk will unlock a £1 donation from Pedigree until the £100,000 target is reached.

The funds raised this year will go towards providing much needed cash injections to rescue centres across the UK, and the campaign will help to educate all those considering getting a dog, about the importance of responsible dog ownership.

Katie Wragg, Pedigree Adoption Drive Brand Manager said: "We're for dogs and all we do is grounded by what is right for dogs.  We believe that all dogs deserve a loving home and we are shocked by the fact that dog abandonment figures in the UK have reached their worst level in over a decade.  the amazing people working at these rescue homes are only able to continue doing the work they do thanks to the generosity of members of the public."

For more information on the campaign log on to : www.pedigreeadoptiondrive.com

To donate to the Pedigree Adoption Drive visit www.justgiving.com/wearefordogs or Text "4DOGS" to 70001.

For more information please contact:

Gemma Collins at Freud on gemma.collins@freud.com or 0203 003 6562 or Alex Vallance at Freud on alex.vallance@freud.com or 020 300 6346.

Notes to Editors:

*Dog abandonment figures 2011 taken from Dogs Trust annual Stray Dogs Report which revealed that the UK's stray and abandoned dog numbers are at an 11 year high with over 126,176 dogs being picked up by Local Authorities over the last 12 months, an increase of 4%on the previous year which equates to 345 stray dogs being found every day.  Full report details can be found at: http://www.dogstrust.org.uk/az/s/straydogsurvey/straydogsurveysummaryreport2011.pdf