The staggering figure of 75 million stray dogs and cats in China represents more than just a number—it highlights a pressing social challenge fueled by pet abandonment, loss, and uncontrolled breeding. In response, Royal Canin has partnered with JD Health and the Capital Animal Welfare Association to launch the "Royal Campus Cat Sterilization Initiative" during the 2024 Buddy Dog Challenge in Shanghai.
Program Background and Objectives
The initiative represents a systematic approach to stray animal management rather than a simple charity campaign. Focusing on campus stray cats, the program collaborates with animal protection societies from 50 universities to establish a comprehensive rescue chain covering sterilization, care, adoption, and improved quality of life. Key objectives include:
- Population control: Implementing TNR (Trap-Neuter-Return) programs to curb uncontrolled reproduction
- Improved living conditions: Providing medical care to enhance health and welfare
- Responsible pet ownership education: Raising awareness among university students to reduce abandonment
- Human-animal harmony: Promoting coexistence and social progress
Collaborative Model and Resources
The tripartite collaboration leverages each organization's strengths:
- Royal Canin: Provides nutritional expertise, brand influence, and 500 free sterilization vouchers
- JD Health: Offers healthcare services through its digital platform and promotional support
- Capital Animal Welfare Association: Contributes professional rescue experience and technical guidance
Innovative Engagement Strategies
The program employs creative approaches to engage younger generations:
- Video competitions: Social media campaigns on Xiaohongshu and Douyin encourage students to share rescue stories
- Hands-on participation: Practical rescue activities in Beijing, Shanghai, and Guangzhou
- Online-offline integration: Combines digital awareness with physical intervention
Impact Assessment and Future Plans
Mars Petcare research indicates China's stray population exceeds 75 million, with sterilization potentially preventing exponential growth. The program represents Royal Canin's initial step in animal welfare, with future plans including:
- Expanding partnerships with educational institutions and government agencies
- Developing innovative rescue methodologies
- Enhancing public education on responsible pet ownership
- Supporting adoption center development with JD Health
The initiative was showcased at a joint exhibition where participants could obtain customized postcards and health vouchers. Royal Canin also displayed specialized nutrition products and hosted interactive activities to promote human-animal bonding.
JD Health's Pet Health Department Director Zhang Bo emphasized the collaboration's significance in advancing scientific rescue models and adoption culture. Royal Canin reaffirmed its commitment to promoting responsible pet ownership among younger generations to build healthier human-animal communities.