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Dr David Main BVetMed PhD CertVR DWEL Dip ECAWBM (AW) MRCVS�
BVA Animal Welfare Foundation Reader in Animal Welfare�
RCVS Recognised Specialist in Animal Welfare Science, Ethics and Law�
Foundation Diplomat European College of Animal Welfare and Behaviour Medicine (AW)
Communication :
Improving advising strategies
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Welfare improvement : 4 approaches
• Economics
• Education
• Encouragement
• Enforcement
Financial incentive
Provide knowledge
Positive motivation
Insist on action
2
Economic,educa-on,encouragementandenforcementinfluenceswithinfarmassuranceschemes DCJMain*andSMullanAnimalWelfare(InPress)
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What affects welfare ?
Health & welfare
outcomes
System
Management
• System : e.g. Cage vs free range
– Number of animals – Indoor / Outdoor – Stocking density – Behavioural confinement
• Management : e.g. Cattle lameness
– Stockperson knowledge, skills – Stockperson attitude – Veterinary involvement – Day to day attention to detail
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Ani
mal
Wel
fare
Productivity
Win – Win : Management issues Improve welfare & improve productivity
Win – Lose : System issues Reduce welfare & improve productivity
Economics & animal welfare ANIMAL WELFARE, ECONOMICS AND POLICY John McInerney, University of Exeter 2004
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Which approach is more important ?
System issues
1. Economics
2. Enforcement
3. Encouragement
4. Education
Management issues
1. Encouragement
2. Enforcement
3. Economics
4. Education
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Husbandry
Advisory Tool
Knowledge of
disease process
Knowledge of
husbandry risks
Farm specific
diagnosis
Farm specific risks
Suggested control
measures
• Lameness in dairy cattle
• Tail biting in pigs
• Injurious pecking in hens
Experience from recent intervention studies
Action on farm ?
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White line disease
Claw horn lesions / Sole
Ulcer
Digital Dermatitis
Foul
Lameness : many different conditions & many different risk factors
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Supporting material : Farm specific risk, strategies, action plan 8
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Tail biting & dairy lameness intervention studies
If farms reduced risks during intervention
Associated with reduced prevalence
Advice was valid
But providing advice on risks
Not associated with more risk reduction
Compliance was poor
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Lack of knowledge : not (perceived) as a major barrier 10
• But need detailed technical knowledge to solve
• Knowledge needs to be available in right format
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11 Encouragement example
• Facilitation
– People are more likely to change their behaviour if they think it is their own idea.
• Benefits and Barriers
– Knowing the benefits and barriers underpins the approach.
• Norms
– People are more likely to change behaviour if they know others have done the same.
• Commitment
– Commitment is key to sustaining behaviour change
• Prompts
– Prompts act to remind people of agreed activities and help sustain the new behaviour.
Healthy Feet Project Working together to reduce cattle lameness
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-60
-40
-20
0
20
40
60
0 10 20 30 40 50 60 70 80
Cha
nge
in la
men
ess
(%)
Initial Lameness Prevalence (Dairy Co Score 2 & 3 %)
Case Example : Lameness in Dairy Cattle 12
• 73% reduced lameness
• 52% reduced lameness by more than 10%
• Additional support reduced lameness if initial lameness problem
Healthy Feet Project Working together to reduce cattle lameness
----- Farms monitored with no additional support
Farms monitored and received additional support
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Veterinary
Advice
Facilitated
discussion
Encouragement – More husbandry changes
Monitored only
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Effect of QoL tool on client discussion / decisions 15
Number of discussions reported by owners (/100 consultations), with and without the tool for each category
+
+
But no change in
“decisions” if used
by other vets
Increase in
“decisions” if used
by tool designer
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Welfare improvement
System issues
1. Economics
2. Enforcement
3. Encouragement
4. Education
Management issues
16
1. Encouragement
2. Enforcement
3. Economics
4. Education
o Enforcement will have a role on farms that are
resistant to change
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-60
-40
-20
0
20
40
60
0 10 20 30 40 50 60 70 80 Cha
nge
in la
men
ess
prev
alen
ce o
ver s
tudy
(%)
Initial Lameness Prevalence (Dairy Co Score 2 & 3 %)
Control intervention
Prioritising intervention 17
Needs more
intervention
Limited change
Improved
High initial Low initial
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18 18 Enforcement approach using standardised assessment
Usingfarmassuranceschemes(marketpressure)
orlegislation(citizenpressure)
Duringvisit:promotepositivediscussion
Observeanimals&discussresultswithfarmer
Aftervisit:encouragehusbandrychange
Encouraged to seek specific advice & working with others
Aftervisit:insistonchange(poorresponders)
Usestandardsthatrequireindividualtreatmentorflock/herdmanagement
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Conclusions : Changes to veterinary profession
Increase interest in welfare means :
Previous focus was physical / health needs
– problem for farmer and animal
Future focus is also mental / behaviour needs
– problem for the animal and consumer
But to changing farmer behaviour requires change in our approach
From reactive :
– help with specific problems
To proactive
– can we work together ?
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Conclusions : New skills needed for veterinary profession
• Technical skills / knowledge
– Standardised welfare assessment (Welfare Quality®)
– Husbandry solutions i.e. managing welfare risks
• Communication skills
– Promote uptake of best practice
– Increase “awareness”
– Increase “ownership”
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Vet Record 2011 168 : 383-384