Molly Baggett

MC 4005 Portfolio

Research Report Description:

This report was written for a group project in a previous mass communication
class. We had to conduct research during the semester for a particular cause and then
write our suggestions based on the results. Our target audience for this report was any
public relations firm to use this information to create a campaign for any organization.
This was a collaborative document, I have identified my contributed sections by
underlining them.
 Animal Advocacy
Brenna Young, Camille Lillie, Katie Hebert and Molly Baggett

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Table of Contents
Background….……………………………………………………………………….…3

Objectives…………………………………………………………………………….…4

Secondary Research……….…………………………………………………………..5

Focus Group…………………………………………………………………………....7

Objectives………………………………………………………………....…... 7

Participant Description.……………………………………………….……….7

Focus Group Procedure.…………………………………………….………..8

Results/Findings…………………………………………………….……...….9

Focus Group: Interpretations…………….…………………….………..…..10

Message Design……………………………………………………………………...11

Concluding Comments ……………………………………………………………...12

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Background
In recent years, the Baton Rouge area has experienced an increase in the
number of homeless dogs. This has become a problem for our community that
stems from a number of reasons. We have discovered that allowing dogs to
reproduce at a rate faster than people are willing and able to care for the
offspring, play a major factor to pet overpopulation. Contributing to the problem
are pet owners who are relinquishing their dogs because they no longer want
them.

Although pet overpopulation is a nationwide problem, our research will

focus on the Baton Rouge community. 225 Communications wanted to
understand the reason(s) for this increase in the number of homeless dogs. Our
research is centered around finding thoughts, attitudes, and understandings
about pet overpopulation in our area and contributing factors.

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Objectives
The purpose of our research is to gain knowledge of the overpopulation of
dogs in the Baton Rouge area. We want to investigate the factors and
contributors when considering pet overpopulation and pet homelessness.

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Secondary Research
According to the New Orleans Times, about 15,000 cats and dogs are left
homeless each year in Louisiana with more the majority being dogs. “In only six
years, one female dog and her offspring can produce 67,000 puppies” (Pollet,
NOLA Times).

The total intake of dogs in Baton Rouge YTD 2017 amounted to 2,310
according to Companion Animal Alliance. The save rate for these dogs is
currently 72% through adoptions, transfer outs and return to owners.

The recent natural disasters have not only shown the importance of
including dogs in disaster planning, but that animal issues have been going on
for years and need to be brought to the forefront and made known to national
organizations and leaders.

According to Statista, from 2000 to 2017 there has been an increase in the
number of dogs in the United States. The number of dogs in millions in 2000 was
68 million and now in 2017 the number of dogs in 89.7 million. This is a clear
example that shows the increase of dogs whether it is breeding or simply natural
reproduction.

Results, also found by Access World News, showed that more than 40
million U.S. pets are destroyed in shelter each year, while others are left on the
side of the road or subjected to indescribable cruelty. ASPCA backs up the
previous statement by saying, “Animal shelters across the nation are forced to
stretch their resources to the brink to accommodate an overwhelming population
of homeless and at-risk animals” (Access World News). Like said, money is a
huge resource that has become an issue when it comes to shelters and
resources to save stray/homeless dogs. Money does not grow up trees and all
these facilities, that take it dogs and help in their adoption, cost money and use
volunteers to keep them up and running.

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 The Times Picayune reported that, “the large homeless pet problem is
attributed to these low spay/neuter rates, large stray populations that
continuously breed, and the warm climate that results in higher survival rates
among homeless animals and increased breeding seasons” (Nungesser).
The number of homeless dogs is an obvious sign of the endlessly
multiplying problem.

Additionally, The Times Picayune stated, “Overpopulation directly results

in euthanasia. With limited space and insufficient adoptions, shelters either
euthanize or turn away animals” (Nungesser). In East Baton Rouge Parish, our
community brought the Animal Control Center about 10,000 cats and dogs,
which led to 4,927 dogs being euthanized in 2008. Our euthanasia rate is nearly
40 percent over the national average (Access World News).

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Focus Group Objectives
● Gain an understanding of the participant’s general knowledge about

animals and dogs in particular

● Discover participant’s opinions toward the number of homeless dogs in the

Baton Rouge community and shelter dogs

● Find out the extent of knowledge participants have about adopting dogs

Participant Description
We conducted 2 separate focus groups with one group consisting of
college students and one of adults from the Baton Rouge community. We wanted
to keep different ages separate to prevent the possibility of intimidation by having
professors and other adults in a room with college students. Our first group
consisted of 8 adult participants, 3 were males and 5 were females. Our second
focus group consisted of 8 college participants, 2 males and 6 females.

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Focus Group Procedures
After our introduction and explanation of the purpose of the study, we
briefly went around the room and introduced ourselves with first name, where we
are from, and if we had a dog and if so, told a short story of our animal or
animals.

Then we engaged our participants with a word association activity. We

gave every participant an index card and asked for him/her to write down the first
few words or thoughts that came to mind when we showed them a photo. We
showed them the following 4 photos.

There were a handful of words that had a higher frequency, for example
“cute” and “fluffy” and “sad” and “abandoned” and “helpless”. Most of the
participants wrote down emotions like “lonely,” “dark,” “want to pet it,” and
“Puppies.”

Each different photo had a different tone to it. Some were meant to be sad
and some happy. We wanted to see how they responded to each picture with the
intent behind them.
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 We then moved on to discuss some more questions that related to our
objectives and we wanted to see the participant’s thoughts.

Focus Group Results: Findings

Our group’s target audience consisted of adults and college students in
the Baton Rouge community to gauge the knowledge people have about
homeless dogs and adoption centers in the area. We also wanted to gain an
understanding of the different opinions people have about the homeless dog
population and the preference of adopting a dog or buying a purebred dog from a
breeder. Our group used a word association activity where participants were
asked a series of questions dealing with these topics. Moderators presented
pictures of homeless dogs and participants provided three words for each, the
feedback gained provided a variety of information that is beneficial to our group’s
objectives.

In the first group, the adult group, 7 out of 8 people had or have had a
dog. A recurring theme was the idea of people believing pet owners are not spay
and neutering their dogs, which is leading to the increase of homeless,
abandoned dogs. Some of the participants were more knowledgeable than
others when it came to the different practices of animal shelters in Baton Rouge
(i.e. different types of shelters, funding that shelters receive, etc.).

The second focus group, the student group, was less aware of the
increasing issue of dog homelessness in Baton Rouge than the first focus group.
The second group’s answers dealt more with the large amount of responsibility
that comes with owning a dog. They felt that owning an animal right now would
require a large amount of time spent caring for the animal and money to pay for
any medical expenses (i.e. spaying or neutering) of that dog, which was one of
the reasons participants stated they thought was a large reason for people
abandoning their animals.

Participants from both focus groups stated they would rather adopt a dog
from a shelter or adoption center than contribute to the cruel practice of over
breeding of purebred puppies. Both groups stated that the increasing rate of
homeless dogs resulted from owners failing to spay or neuter their dogs because

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of financial issues or carelessness. Similar responses were given for each picture
in the word association activity, many using words like lonely, dark, sad.

Focus Group: Interpretations

225 Communications held two separate focus groups to reach our research
objectives and gain insight to the thoughts of members in our community. The
first focus group we held centered on eight adults in the Baton Rouge area. The
second focus group we held centered on eight students at Louisiana State
University.

We found that the 16 participants in our focus groups collectively agreed that
homeless dogs in the Baton Rouge area are a problem. Several participants
gave us common thoughts on what they feel may be leading causes to the issue.

Many participants feel that a leading cause of homelessness in the area could be
stemmed from ignorance or carelessness. Many adopt dogs because they are
cute; not well knowing what level of responsibility they are taking on. Group
participants collectively agreed that an increase in awareness and education on
the necessities to caring for a pet would reduce the number of adoptions from
those who need not adopt. Too often, adopted dogs are brought back to shelters
or rescue facilities from which they were adopted; thus, maintaining the rate of
homeless dogs instead of reducing the rate.

Most participants agreed that they would prefer to adopt from a shelter or a
rescue agency rather than a breeder. It is not important to any of our participants
to have a purebred dog.

Further research can be conducted on this topic to strengthen our results and
better reach our objective.

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Recommended Message Design
● Increase education, awareness and knowledge about overpopulation
of dogs through outreach programs and the use of social media

According to our participants, many were unaware of the pet overpopulation

problem in our community and agreed that an increase of education might
contribute to solving the problem.

● Pet owners should spay and neuter their dog(s) regardless if they are
purebred or if they came from a shelter

Some focus group participants believed that spay and neuter dogs with decrease
the number of homeless dogs and decrease the number of dogs on the streets
and in shelters. Spay and neutered dogs will prevent dogs from producing
offspring, thus, decrease the number of dogs in general.

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Concluding Comments
According to the firm’s findings, there is a need for increased education in
caring for a pet. Education is needed on veterinary medical expenses, time
management for pets and what to expect at different stages of a dog’s life.
Increased awareness and education will result in a decrease in adoption returns.
This will alleviate stress on the shelters and rescue facilities, allowing them to
care for animals still in need of home.

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