By using contemporary media, the It’s cool to be kind project raised awareness in the general Australian community and young Australians in particular, of the importance for empathy, respect and appropriate care for animals.
The project also addressed incidents of pet abuse and cruelty and it was intended that a more compassionate body of adult pet purchasers would develop. Compassion and empathy are fundamental for responsible pet ownership and enable the Five Freedoms for Animals to be met.
The project facilitated two-way communication with communities/groups via a website, email alerts, blogs, YouTube, Facebookand Twitter. It also provided communication pathways for providing feedback using identified networks.