ifaw-united-kingdom-charity-financial-statements-2010-2011

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International Fund for Animal Welfare (IFAW)
Company registered number 2701278
Trustees’ report (continued)
ANIMAL ACTION EDUCATION PROGRAMME
Global
For more than 18 years, IFAW has sponsored Animal Action Education, our signature education programme
designed to give young people the knowledge and tools to take positive action on behalf of animals and the
environment. Curricula packets are aligned with national educational standards. In FY2011, approximately 7
million educators, students and their families worldwide took part in the programme.
This year, IFAW's Animal Action Education theme was Born to Be Wild, a programme that highlights the
plight of tigers and the challenges this mighty and iconic species faces for survival.
This year’s tiger theme coincided with the Year of the Tiger on the Chinese lunar calendar, and was aligned
with the U.N. International Year for Youth (August 2010-2011), which called on the world community to give
young people a chance to actively participate in decision-making on local, national and global issues.
During Action Week, students can enter an art contest, nominate someone for an Animal Action award, interact
with other students, submit petitions, raise money to help IFAW protect animals and sign up for IFAW’s World
of Animals magazine and action alerts.
IFAW compiled multimedia messages about tigers and why they should be saved into a called Roar! Youth
Voices for Tigers. The video was posted on our website and shown to world leaders at Global Tiger Summit
held in St. Petersburg, Russia in November.
Strategically, the Animal Action initiative aligns with efforts to ensure IFAW’s animal welfare ethic is
internationally accepted and adopted, particularly in social agendas. By reaching out to young people and
educators, the initiative encourages future generations to be innovative in the approach to human animal
interactions and fosters their adoption of animal welfare and/or wildlife conservation policies.
In FY11, Animal Action Education ran in 15 countries through 14 IFAW country offices: Oceania, Canada,
China, Kenya, France, Germany, India, United Arab Emirates, Tunisia, Netherlands, Russia, South Africa, UK
and US.
UK
In the UK, 40, 000 students, representing 2,000 schools, participated in AAW.
IFAW Charity supported IFAW US efforts to achieve global impact through Animal Action.
In the US, 4.5 million students, representing 100,000 classrooms, participated in AAW.
Programme goals looking ahead
Programmatic educational and advocacy
Fiscal year 2011 was the first full year of direct mail activities conducted by IFAW Charity, providing
education, building awareness for the IFAW mission and enabling advocacy, at a cost totaling £3.4 million. As
the Charity pursues new strategies in fiscal year 2012 to accomplish programs at the point of need, on the
ground, a shift of expenditure is expected from direct mail to program delivery. Therefore a decrease in
fundraising and programme initiatives is anticipated.