The 81 Percent

An Awareness Campaign for the 81%

Every month, millions of dog guardians apply flea and tick treatments - not out of carelessness, but out of care.

They believe they’re protecting their dogs. Because that’s the story we’ve been told.

But what if that story is incomplete?

#The81Percent is an awareness campaign inviting guardians, environmental organisations, and health professionals to pause and ask deeper questions - about routine parasite prevention, ecological impact, and the ripple effects of our choices.

This isn’t about blame. It’s about remembering that true care considers the whole.

For our dogs.
For our rivers.
For the world we all share.

According to the PDSA, 81% of dog guardians use these treatments routinely, without signs of infestation.

That’s a lot of chemicals being used “just in case.”

And that’s the silent impact of #The81Percent.

🐾 Treatments, Not Preventatives

Most conventional flea and tick products don’t prevent your dog from being bitten.

They treat parasites after they bite - using neurotoxins that circulate in your dog’s bloodstream.

So, the question becomes:

If it’s strong enough to kill a tick, what’s it doing inside my dog?

 

🌍 And What Leaves the Dog Doesn’t Stay There

These chemicals don’t just stay on the skin.

They’re shed into homes, into water, into the soil - and even into the nests of songbirds.

Recent studies have found pesticides like fipronil and imidacloprid in UK rivers, with links to ecosystem decline.

🧭 Why This Campaign Exists

We’re not here to judge.

We’re here to support a shift - gently, clearly, compassionately.

As holistic canine nutrition and wellbeing consultants, we’ve seen:

  • How vets are navigating complex decisions with limited time and system constraints
  • How guardians are doing their best with the information they’re given
  • And how little space there is for risk-based, individualised discussions about parasite care

We want to change that.

Because a dog living in a London flat isn’t exposed to the same risks as a working spaniel in the Cairngorms - so why are both treated the same way, all year round?

 

🔍 What Vets Are Worried About - And Why We Understand

We deeply respect veterinary professionals.

Many vets are concerned that stepping back from routine treatment might:

  • Put animals at risk of suffering
  • Increase parasite-borne disease
  • Or leave clients unsure of what to do instead

They’re right to raise those concerns.

And that’s exactly why this conversation matters - not to create blame, but to build new paths forward, together.

 

📢 Why “The 81 Percent”?

Because that’s how many dog guardians in the UK are using parasiticides without signs of fleas.

And we believe:

Most aren’t irresponsible. They’re just not being told the whole story.

This campaign is for them.

For the questions that haven’t yet been asked.

And for the better answers we can create - together.

 

🐾 What #The81Percent Offers

This campaign isn’t about fear.

 It’s about future-facing care - rooted in science, systems thinking, and kindness.

Here’s what you’ll find:

💛 A clear, non-judgemental breakdown of what these treatments are, how they work, and their potential impacts

🧭 A risk-based approach that helps you assess your dog’s lifestyle and exposure

🌿 Practical alternatives to explore with your vet - from herbal support to environmental prevention. Our 'Parasites & Our Dogs: A Paradigm Shift' e-book, is only £9 and available for download here.

🎒 The FETCH Starter Pack - our growing resource library, including “Rethinking Parasite Prevention,” available when you sign up for our newsletter here

 📖 Our blog & podcast: Read the article + Listen to the episode

We’re not anti-treatment.

We’re pro-information. Pro-choice. Pro-ecological care.

 

🛠️ What You Can Do Today

✅ Check out our free resources - and get the tools to make confident, conscious choices

✅ Sign the Exmoor Society petition ‘Stop Pet Pesticides Polluting Our Rivers’ here

✅ Join the conversation on social using #The81Percent

✅ Talk to your vet with clarity, compassion and curiosity - they might be ready too

 

💬 A Note to the Veterinary Community

If you're a vet reading this - thank you.

We know these conversations aren’t easy.

But we also know how many of you are looking for new ways to care.

We’re open to collaboration, shared tools, and conversations that honour both science and trust.

 

📬 Want to Stay in the Loop?

📥 Sign up for updates, tools, and resources & get your FETCH Starter Pack here.

Because prevention doesn’t need to be a pesticide.

And caring shouldn’t cost the Earth.

Welcome to #The81Percent - where the conversation begins.