'Furever Friends' Campaign Kicks Off To Raise Awareness On Animal Welfare
Over 7,600 cases of animal abuse were reported between 2021 and 2024.
By Sofia Pereira — 14 May 2025, 02:14 PM
SAYS is proud to announce the launch of Furever Friends, a campaign dedicated to creating a more compassionate Malaysia for all animals — from cuddly companions to strays in need
Animal welfare in Malaysia has become an increasingly pressing issue. According to the Department of Veterinary Services, over 7,600 cases of animal abuse were reported between 2021 and 2024, with Selangor recording the highest number of incidents.
Of those cases, dogs were the most abused, followed by cats, horses, rabbits, birds, and cows, in that order. There were also reports of animal abuse on exotic species, including chickens, hamsters, goats, guinea pigs, geese, fish, ducks, turtles, and snakes.
And these are only the cases that have been officially reported.
In addition, there have been many troubling cases of animal abuse of late that sparked public outrage. These include the tragic killing of beloved stray dog 'Kopi', the harrowing viral video of a dog being set on fire, the disturbing incident of men stuffing cats into gunny sacks in Cheras, and many other heartbreaking instances.
In response to this, Furever Friends aims to raise awareness, advocate for stronger animal welfare laws, and help furkids find their forever homes
Running from 13 May to 31 July, the campaign is a collaboration between SAYS, JUICE, Fly FM, and Lumi News, and supported by respected animal welfare organisations including A Dog's Life, Paws Animal Welfare Society (PAWS), Society for the Prevention of Cruelty to Animals Selangor, and Trap - Neuter - Release - Manage Malaysia (TNRM Malaysia).
At the heart of the campaign is a special landing page that will host a wide range of content:
- Latest News: Stay informed with up-to-date reports on animal welfare issues
- Informative Features: Gain insights into the challenges and solutions in animal care
- Engaging Videos: Watch stories that highlight the bond between humans and animals
- Expert Advice: Learn from professionals about responsible pet ownership
There will also be a special section where animal lovers can submit photos and heartwarming stories about their pets for a chance to be featured on the site.
Furever Friends is more than just a campaign — it's a call to action
Whether it's rescuing an animal, spreading awareness, or simply choosing kindness, every small action helps make a difference.
"The heartbreaking cases we've seen remind us why movements like Furever Friends are urgently needed. Every act of kindness, no matter how small, brings us one step closer to a future where every animal feels safe, loved, and valued," said Gowri Chitra Martin, Head of Content at SAYS.
"Furever Friends is about bringing people together — animal lovers, advocates, and everyday Malaysians — to drive real change. We want to push for better legislation and enforcement of animal welfare laws, particularly in terms of punishment for animal abusers. Animals should have rights too, and no one should be allowed to get away with hurting them," she added.
