Our Track Record
Our approach is determined and pragmatic: we do whatever it takes to end the trade. Raids and rescues have their place, but they're not always the answer. Each country is different different laws, different cultural norms, different levels of government engagement. We learn what's effective in each context and adapt accordingly. What unites our work is a focus on sustainable, systemic change – not quick wins that leave the underlying trade intact.
Thailand
Between 2011 and 2014, our Trade of Shame campaign intercepted smuggling operations that were trafficking 500,000 dogs a year to Vietnam. We rescued over 16,000 dogs, secured countless arrests, and were instrumental in passing Thailand's first animal welfare law, abolishing the trade and enabling prosecution for animal cruelty.
Philippines
From 2022 to 2025, we partnered with Animal Kingdom Foundation (AKF) to enforce existing laws against the underground trade. Working with the National Police, and local Government, local leaders and communities, we conducted surveillance, coordinated raids, and pursued prosecutions – demonstrating that consistent pressure works even where the trade has gone underground. During this time, an estimated 89,000 dogs were prevented from entering the illegal meat trade.
AKF now independently leads effective rescue operations, working confidently with law enforcement partners and continues to dismantle illegal trading networks. This reflects a deliberate capacity-building approach, leaving AKF empowered to deliver sustained, meaningful change for animals across the Philippines.
Vietnam: A New Approach
Vietnam is among the highest consumers of dog and cat meat consumption per capita in Asia – an estimated five million dogs and a million cats are slaughtered annually, with Hanoi accounting for an estimated 75% of the trade, according to recent research. Unlike Thailand or the Philippines, there is no explicit nationwide prohibition. This requires a different strategy.
In August 2025, we signed a historic three-year partnership agreement with the Hanoi Department of Agriculture and Environment – the first partnership of its kind between Vietnamese authorities and an animal welfare organisation. The focus is on phasing out the trade through support rather than punishment: livelihood transition for workers, capacity building for officials, youth engagement, and public health infrastructure.
This is how it ends
Mapping the trade: No comprehensive survey of the trade had been conducted in over a decade. Working with government officials, we completed door-to-door interviews with 113 dog and cat meat establishments and 68 pet businesses across all 14 wards - creating the first accurate baseline for targeted interventions.
Supporting workers to transition: In December 2025, we held Vietnam's first livelihood transition training for traders, suppliers and slaughterhouse owners. Participants learned the trade is declining, that opportunities in pet care and other industries are growing, and received practical guidance on job training and small business development. Additional livelihood transition conferences were held in March and May 2026, expanding the programme's reach. As of July 2026, 25 establishments have registered for the programme, with 13 having already ceased operations.
Building government capacity: Over 90 officials from health departments, veterinary stations, and ward committees have been trained on rabies prevention, food safety regulations, and managing the transition.
Engaging the next generation: Nearly 500 university students have been trained in rabies prevention and animal welfare, taking what they've learned back to their communities through workshops, school outreach, and awareness campaigns. A further five students have been recruited as official Youth Ambassadors, and 32 universities have distributed supporting e-news communications.
- Raising public awareness: Billboards and posters have been installed across high-footfall areas in Hanoi, reaching an estimated 2.5 million residents and domestic and international tourists.
Progress So Far
- 181 establishments surveyed - first comprehensive DCMT (dog and cat meat trade) data in over a decade
- 90+ government officials trained
- 23 establishments registered for livelihood transition
- 13 establishments voluntarily ceased operations
- 500+ students engaged in public health and animal welfare
- Partnerships with Vietnam Central Buddhism Association (VCBA) and prestigious pagodas for community outreach, in line with Buddhism philosophy
- Coverage in 120+ Vietnamese media outlets, including VTV3 and major national newspapers, since June 2025
Why This Approach
The government co-implements every activity, providing legitimacy. Workers receive transition support – creating genuine and sustainable buy-in. The programme also aligns with Vietnam's national goal of zero rabies deaths by 2030.
The 14-ward pilot is designed as a proof of concept. What works here becomes a template for the rest of Hanoi – and eventually, for all of Vietnam.
Looking Ahead
The partnership agreement runs through to 2028. As early participants demonstrate successful career changes, they become role models for others. The goal is not just to reduce the trade in 14 wards, but to prove that this model works – and build the evidence base for national replication.