18/05/2025
When Rescue Becomes Performance ā And Animals Pay the Price
Thereās a particular kind of heartbreak that doesnāt get talked about much in the animal rescue world. Itās not the sad stories, the medical emergencies, or even the deaths. Itās what happens when rescue becomes a brandāand compassion becomes content.
Recent events in the community and reading about āHelp a Paw Essex.ā made me reflect. On the surface, it looked like everything we want to believe in: tear-jerking posts, before-and-after photos, and just enough warm filters to soften the edges of suffering. But dig just a little deeper, and you start to see the fractures. Thirty-seven dogs dead. Dozens more neglected. And one man finally arrested.
But the damageās already done.
And letās be honest: itās not about the axolotl community or a particular group. Itās a pattern. A sickness spreading through the rescue communityāespecially online. Weāve glamorised trauma. Weāve turned vulnerable animals into content. And somewhere along the way, many ārescuesā stopped asking, Whatās best for this dog? and started asking, What will get the most engagement this week?
Let me be clear: real rescue is not a story arc.
Itās not a 48-hour turnaround.
Itās not photogenic. Itās slow. Quiet. Often boring. Sometimes brutal.
Itās water testing. Diet logs. Weeks of silence while you build trust with something too afraid to make eye contact.
Itās refusing to rehome too soon. Refusing to ship across borders for clout. Refusing to post suffering for pity-clicks.
Itās doing the right thing when no oneās lookingāespecially then.
I donāt run a big rescue. I donāt have thousands of followers. But Iāve cared for enough overlooked, mistreated creaturesāsome with gills, some with pawsāto know what actual care looks like.
Itās not always shareable. But itās always real.
If your rescue work requires branding, drama, and emotional manipulation to function, itās not rescue.
Itās exploitation.
And the animals deserve better.