The main aim of the campaign is to persuade anyone thinking of getting a puppy that they should always see the animal at least once whilst it is still dependent on its mother, before they buy. That way, they'll be able to reassure themselves that they have seen the real bitch and the environment in which the puppy was bred. It will also help prevent impulse purchases.
In addition, the campaign aims to raise awareness in the veterinary profession, so that veterinary surgeons are giving this same advice to their clients.
To that end, the campaign highlights the RSPCA 'Sold a pup' report which showed that over 400,000 pups are bred for the UK market each year by unlicensed establishments, and imports from Europe have increased to an estimated 30,000 in 2015, following the change in the PETS scheme in 2012.
The campaigners say that many of these puppies are bred in truly awful conditions, often with little or no human contact, before being taken taken from their mothers too early and transported often hundreds or thousands of miles to be sold as 'family' pets. Many will need veterinary care to deal with infections, inherited issues and behavioural problems.
The campaign faces a big challenge. In the Kennel Club PAW survey 2014, 41% of people who bought a puppy didn't see the bitch and 51% didn't see the environment where the litter was bred.
To spread the word, veterinary surgeons, veterinary nurses and pet owners are being asked to take a pouting selfie with their dog and post it on social networks like Facebook, with the hashtags #PoutForPuppies #SeeThemSuckling, linking to the campaign website: https://seethemsuckling.com