Did you spot the cat? SPCA’s new Yishun billboard shows how easy it is to overlook pet neglect

SPCA runs campaign to raise awareness of animal welfare as pet neglect rises in Singapore

Ever walked by something a hundred times and completely missed it?

The Society for the Prevention of Cruelty to Animals (SPCA) in Singapore is shedding light on how easy it is to neglect a detail — and how often that detail turns out to be a pet.

In a new campaign with global ad agency Leo Burnett, titled “Neglect Hides in Plain Sight”, SPCA Singapore is raising awareness of the concerning rise in pet neglect, which has surged by 174% since the pandemic.

This increase in neglect may be driven by pet owners who acquired pets during lockdowns but later found themselves unable to care for them due to higher living costs and the return to office-based work.

“Often, people underestimate the impact of neglect, not realising it can be just as harmful as overt abuse,” said Aarthi Sankar, Executive Director of SPCA Singapore.

915 cases of cruelty & welfare investigations in one year

In 2023, SPCA Singapore investigated 915 animal cruelty and welfare cases — the highest in 11 years.

About two thirds of the cases were related to dissatisfactory living conditions for pets.

Incidents include cases of “high rise syndrome”, where pets sustain injurious or fatal falls from a height.

This is often due to owners not appropriately securing their windows and gates, or allowing their pets, especially cats, to roam freely outdoors.

Cases of abandonment have also resulted in tragic consequences, as pets left to fend for themselves often die from starvation or exposure before rescue workers can find them.

‘The Neglected Billboard’: SPCA runs social experiment in Yishun

In light of this troubling trend, SPCA Singapore has rolled out “Neglect Hides in Plain Sight”, a campaign designed to highlight the devastating effects of pet neglect.

The campaign kicked off earlier this month with a social experiment held at Yishun Bus Interchange.

At the heart of the experiment was a live digital billboard that remained mostly static, except for a pet cat at the centre, whose health visibly declined over a span of seven days.

SPCA Singapore wanted to see how many people would notice the pet’s gradual decline.

“We wanted to hold up a mirror to society, challenging people to recognise the signs of neglect in their own lives and take action,” explained Sharim Gubbels, Executive Creative Director at Leo Burnett.

At the end of the week, street interviews were conducted with passers-by at the bus interchange to find out how many commuters noticed the cat.

The results were sobering: 93% of commuters had not noticed the cat’s health decline until the feline disappeared from the billboard.

“As I walk past [the billboard] every day, I think I wouldn’t have taken a second look,” said one of the interviewees.

Another, who did notice it, said it can be hard to spot the difference “because we see it every day”.

In reality, signs of pets’ waning health are subtle and easily overlooked in the hustle and bustle of our daily lives.

When warning signs are overlooked, pets can develop ailments that often go unnoticed until they reach a critical, life-threatening stage. By then, it might be too late to save them.

“The quicker we can spot it, the quicker we can stop it. Let’s give our pets the attention they deserve,” wrote SPCA Singapore on Instagram.

In addition to the cat, the CGI studio Illusion also created visuals featuring other commonly neglected pets, including rabbits and hamsters.

Everyone can play a role in reducing pet neglect

“This campaign is a call to action, and we hope it urges people to reflect on how they can make a difference, starting with the pets in their own homes,” said Ms Aarthi.

While the onus of care falls on current pet owners, this campaign also speaks to potential pet owners and the general public.

SPCA Singapore urges prospective owners to fully understand the financial and long-term commitments that pet ownership entails before welcoming a pet into their home.

Further information on pet care and advice on responsible pet ownership can be found on SPCA Singapore’s campaign page.

Also read: Poodle with severely overgrown nails & matted fur found wandering in Bedok North, SPCA seeking information

This article was brought to you in collaboration with SPCA Singapore.

Featured image courtesy of SPCA Singapore and Leo Burnett Singapore, and adapted from @spcasingapore on Instagram.