A stark advertising campaign by an animal welfare charity could upset children, a St “Andrews cognitive scientist has claimed.
The Scottish Society for the Prevention of Cruelty to Animals” (SSPCA) flyers to promote the Scottish Animal Week Appeal feature a picture of a dog that has been starved to death.
The picture shows the skeletal remains of the dog lying on a carpet.
Pamphlets featuring the image have been posted through letterboxes across Fife and Adrian Wale from St Andrews said he was shocked at the uncompromising nature of the image.
Underneath the “image is the slogan: “You almost donated. Almost isn”t enough.”
The charity receives no government or lottery funding and relies solely on donations from the public.
Mr Wale said: “It does seem to be a bit much, just putting a dead dog in a picture and saying to people ‘you killed this dog’.
“The leaflet came through my door late last week and it looks as if they have put it out in time for the Scottish Animal Week Appeal, which runs from September 5 to 11.”
Although Mr Wale said he understands the message the SSPCA is trying to get across, he said the image could prove especially disturbing to children.Shocked”If a child picks that up at the front door then they are going to be pretty shocked by it,” he said.
SSPCA chief superintendent Mike Flynn said the leaflet accurately reflects some of the cases of cruelty to animals their officers regularly encounter.
He said: “Sadly this leaflet shows an image that is typical of our work and demonstrates the harsh realities of what we do.
“Without donations we can”t continue our work helping thousands of injured, neglected and unwanted animals across Scotland.
“Although it was too late for the dog that featured on the leaflet, with public support we are able to rescue, “rehabilitate and re-home many others.”
He added: “We have no intention of causing anyone distress, particularly where children are concerned and “indeed we run a free “education programme for primary schools so that the next generation of animal carers can provide animals with the care and respect they deserve.”