Dog-mediated human rabies can be eliminated through mass dog vaccination. Despite leading authorities in human and animal health uniting to advance effective and humane rabies control, some governments resort to lethal methods, which are unethical, often inhumane and ineffective. To end the inhumane culling of dogs in response to rabies, World Animal Protection launched ‘Red Collar’; a five-year campaign (2011–2016) that worked with governments to promote the implementation of mass dog vaccination for rabies control. We present the findings from a qualitative evaluation of ‘Red Collar’, conducted both regionally and with national focus on Bangladesh, China, Indonesia, the Philippines and Zanzibar, Tanzania. Through semi-structured interviews and written contributions from stakeholders (n
= 54), we compared perceptions of changes with stated campaign goals to capture recommendations for future work. The campaign successfully generated momentum for implementation of mass dog vaccination by targeted governments. Lessons learned were established: Value of a consistent animal welfare ‘voice’; the need to explore the motivations behind culling; the need to capacity build; time required for the ‘ripple effect’ to inspire humane control in other countries; importance of monitoring and evaluation of indicators; time and effort required for exit strategies and prior preparation for a robust response to culling.
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