(This video is also posted in the gallery.) When I was a vet student on Grenada (West Indies) the island had a severe outbreak of parvovirus which overwhelmed the school clinic's ability to handle; there was simply not enough room for all of the critically ill dogs that were showing up.
I had brought with me a video camera, laptop, and editing software, and with the school's blessing and the full cooperation of the Grenadian government, I shot and edited a video which was narrated by the chief veterinary officer of Grenada.
I knew that if I was going to get the message through the video had to be culturally acceptable. The chief veterinary officer was himself from Grenada, and the video featured lots of sound effects and flashy graphics and edits to get the Grenadian's attention. Over the three months that this video was aired on national television, parvo cases presenting to the clinic dropped by 96%. This is proof that a foreign culture with different values than ours can indeed be reached and motivated and thus animal health improved. It helped that Grenadians are a beautiful and open minded people.
The chief veterinary officer took credit for the whole thing, of course, and since I had distinguished myself as a student I was now a threat to some of the faculty and a few other students; from my point of view this video improved animal health, but at my expense. I was to find this pattern repeated years later on Facebook.
It's a shame people don't listen, because this video saved countless canine lives and cost absolutely nothing to make. I was preparing to do the same thing for Cyprus recently and was already in communication with the chief veterinary officer there before a few of its residents decided to start fights with me on FB over nothing and which was finally axed by Claire Lamb's theft of materials from this site. This is what things are like now. It's people, how they act, and the inaction that results of their effect that are the key obstacle to the improvement of animal health by driving away veterinarians or, in some cases, driving them to suicide. In other words, if people would stop being such self-centered narcissistic assholes, things would get done. Think about that the next time you see someone claiming to be an animal lover acting like an obnoxious jerk; they're actually damaging the cause but are basically too stupid to know it.
I don't see things changing any time soon.