Norm Hewitt's mission: 'One of the Family' campaign promotes empathy

Norm Hewitt with daughter
Elizabeth and one of the family's
two cats

Norm Hewitt, rugby hard man and dancing star, is a man on a mission. From late last year he has put his considerable reputation and skills behind the animal empathy message of the Royal New Zealand SPCA education initiative: One of the Family.

Norm is visiting schools throughout the country with SPCA Education Officer Shelley Ryan, delivering an hour-long presentation to thousands of intermediate-aged (11–12 years old) children.

The One of the Family programme is designed to teach children that animals have feelings and needs, that humans have a responsibility to respect those feelings and meet their needs, and that the rewards for doing that are the loyalty and love that the animals return.

Animal cruelty and human violence

While Norm Hewitt is a household name, Huntly teenagers Wirimu Karena and Sahn Papa are less well known. Yet their actions provided motivation for this major education initiative.

In 2005, Karena (17) and Papa (18) poured glue over three stray cats caught in a trap behind a commercial building and set fire to it. Their crime was caught on video as were the blood-chilling cries of the burning cats.1 Their lack of remorse or understanding of the cruelty of their actions prompted the education campaign.

Animal cruelty is directly linked to human violence. There has been considerable research that conclusively shows that violent criminals have begun their 'careers' by abusing or torturing animals. Studies of US prison inmates reveal that as many as 75 percent of violent offenders had early records of animal cruelty. There is also a high correlation between family violence and animal cruelty.2

Pets are part of the family in most New Zealand households but if the family experiences violence, they can become targets as well. While they are often an important source of comfort and stability to the victims of abuse, they may become the target of threats, injury or death as a way of controlling or punishing others in the family.

Research shows abuse links

A 1997 survey in the United States found that 85 percent of women and 63 percent of children entering refuges reported incidents of animal abuse in their homes. Children who have witnessed domestic violence or have been the victims of abuse may become animal abusers, imitating the violence they have seen or experienced.3

New Zealand studies reveal similar trends. A recent study by the New Zealand Veterinary Association's animal welfare representative, Virginia Williams, asked New Zealand veterinarians about their experience of the incidence of intentional animal abuse. It showed 63 percent of vets had seen cases of deliberate abuse and 16 percent were aware of or suspected violence to the families of the abused animals.4

An Australian survey of Women's Refuges5 returned similar results to the US study, and the Royal New Zealand SPCA annual 'List of Shame' details case after case of intentional animal abuse – many perpetrated by children or young adults – while our family violence statistics rise each year.6

The significance of these statistics is recognised at the highest levels: the Oxford Centre for Animal Ethics is holding an international conference in September to bring together the most significant research and thinking around the animal/human violence link, attracting papers worldwide.7

Choosing to be kind: influencing boys

Values and behaviours are established at an early age. While behaviours within families are largely beyond our control – children will see or be subjected to violence or kindness to animals or themselves – the understanding and evaluation of that experience can happen in a learning environment, allowing children to choose to copy or reject those values and/or behaviours.

At age 10 to 12, children are in a position of some control in most households. They are encouraged to have opinions on issues as diverse as recycling, diet and climate change. They are at a perfect age to understand that they can change or affect their future environment, be that domestic or global.

It is these children that Norm Hewitt talks to, giving them the heartfelt story of his personal journey, his demons and his dreams and how his animals provided comfort and love in times when that was most needed. His message is that it doesn't take violent behaviour to prove strength or control, that kindness is powerful and fulfilling and, above all, kindness is reciprocated by the animals and people it is extended to.

One of the Family presents an opportunity for children to choose to be kind.

However, empathy education research shows that boys resist showing kindness, finding it conflicts with the macho image that they aspire to from a young age. The most effective approach has been a strong male role model showing that toughness and humanity are not mutually exclusive.8

In an interview with Kim Hill after his amazing performances in Dancing with the Stars, Norm expressed his desire to be such a role model, teaching children that it doesn't take violence to make a good man. Accepting the SPCA offer to do just that, Norm is the all-important x-factor in One of the Family.

Early successes

The feedback received from school staff and pupils has been 100 percent positive. Norm Hewitt's story, delivered with frankness and conviction, has prompted some children to write to him of their own past abusive behaviour and their intent to change. Teachers have praised the presentation and asked for more involvement in the programme.

On the strength of the One of the Family programme, TVNZ has awarded the SPCA with a three-year airtime sponsorship worth $1.8 million. This will provide a platform for an extensive public education campaign to complement the school presentations. Television commercials have been filmed and Norm Hewitt will become the face of the SPCA, animal welfare and the message of non-violence.

Commitment

Norm Hewitt believes the One of the Family programme will help break the cycle of family violence and has pledged his long-term support for the campaign. Like the Dalai Lama, he advocates that teaching children kindness and compassion will lead to a kinder society.

In Norm's words, about his beautiful little daughter Elizabeth, "I'm teaching her to be kind to animals so she'll grow up to respect others."

References:

1. Masters, C. 'The Huntly cat killings that shocked the nation'. New Zealand Herald. http://www.nzherald.co.nz/organisation/story.cfm?o_id=400&ObjectID=10345944
2. Shelburne, E, DVM, Portland Veterinary Medical Association, Social Sentinel: Acts of animal cruelty can point to an offender's potential for violence against humans. http://www.arkonline.com/violence.html  
3. Ascione, FR; Weber, C; Wood, DS. 'The abuse of animals and domestic violence: A national survey of shelters for women who are battered'. Society and Animals, 1997; 5(3): 205–218.
4. Williams, V. Veterinarian animal abuse study. http://www.vetspace.org.nz/files/sharedimages/vetsatwork/Dec05.pdf
5. Kern, C. Animal abuse and family violence. http://www.nzfvc.org.nz/accan/papers-presentations/abstract194v.shtml
6. Oxford conference. http://www.oxfordanimalethics.com/index.php
7. De Rosa, Bill. Kindness and compassion: convincing the boys. http://www.nahee.org/research_evaluation/PDF/Kindness%20and%20Compasion%20Convincing%20the%20Boys.pdf

Further reading:

• References to animal abuse/human violence links: http://www.animaltherapy.net/Bibliography-Link.html#anchor1396304
• Research on humane education: http://www.nahee.org/research_evaluation/PDF/The%20Jefferson%20County%20Study.pdf
• ASPCA on humane education: http://www.aspca.org/site/PageServer?pagename=edu_history

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Page last updated: 8 November 2010