The business of animal welfare and the heart behind it

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January 29, 2026 | 12:00am

For two-month old puppy “Browny,” justice, at long last, was finally served. On Jan. 22, 2026, a Quezon City court found former mall guard Jojo Malicdem guilty of violating the Animal Welfare Act for throwing the puppy from a footbridge in 2023. He was sentenced to one year, six months and one day up to two years in prison, fined P100,000 and ordered to pay P20,000 in moral damages.

For many of us who remember what it felt like when we watched the viral video of the incident, who went through the disbelief, heartbreak and anger - this ruling was overdue, but welcome still. This is not just a legal victory. It is a moral affirmation that cruelty has consequences and compassion wins, even for the most helpless and vulnerable.

It also reminded us that this country is not indifferent. The justice system still recognizes that the taking of any life, especially one so small and defenseless, demands accountability.

But Browny was never the only one. Far from it. There was Axle. There was Kobe. There were countless unnamed animals whose stories never made it to our social media news feeds. And while thousands of Filipinos tag animal welfare groups every year, Philippine Animal Welfare Society (PAWS) recorded only 673 cases formally reported in 2024, and only eight of them pushed through to filing. Eight brave complainants willing to testify, sign affidavits, face perpetrators and carry the weight of justice on behalf of an animal that could not speak for itself.

There is evidently a gap between outrage and action and it remains one of our biggest challenges. Posting on social media is easy, but going through the next steps - starting from filing reports is harder. It may take considerable time and effort, but it is what saves lives.

There is no question that social media has changed the landscape. Many of the horror stories that shook us, including that of Browny’s case, became impossible to ignore because someone hit record and posted it online for the world to see. Social platforms have sparked public pressure, mobilized volunteers, accelerated government response, encouraged whistleblowers and opened the eyes of millions.

But as animal welfare groups repeatedly remind us - posting is not reporting and justice cannot be outsourced to virality. The most painful cases often die quiet deaths not because there was no wrongdoing, but because no one filed the paperwork.

PAWS had been clear on this direction - if anyone witnesses cruelty, call 911 or respective barangay, intervene if safe, gather evidence and file sworn statements. In return, legal assistance is free, because justice should never depend on one’s ability to pay.

Animal cruelty matters more deeply than we often admit - it is not just an “animal issue.” As what I have always said in the past, it reflects who we are as a people. When we allow cruelty to pass unchecked, we normalize violence. We reinforce a hierarchy that places some lives as disposable. And we erode the empathy that is the foundation of a humane society.

For many Filipinos, animals are family. For others, they are guardians of homes and fields. And for an overwhelming 64 percent of households in the Philippines, they are daily companions. There are also an estimated 12 to 13 million strays living among us - many loved by communities, many ignored and many suffering.

Improving animal welfare improves communities. It reduces rabies risks. Likewise, it reduces stray-related incidents. Not only that, but it also builds safer public spaces, improves mental well?being and teaches children empathy.

The conviction in Browny’s case sparks the conversation once again, let us build on this and develop a truly working system that has real progress when it comes to animal welfare advocacy.

The government should mandate a stronger implementation of RA 10631 including specialized training for barangay officers, systematic impounding aligned with humane standards and support for shelters and TNVR or “kapon” programs.

Businesses too can help - malls, transport hubs, restaurants, parks and residential developments are frontlines of animal encounters. Humane-handling protocols, staff training, clear SOPs and partnerships with shelters can prevent conflicts and protect both animals and people. Companies like Meralco, through its “CATropa” program, show how businesses can turn compassion into community-building.

Communities play big role too, through neighborhood TNVR, responsible feeding programs, via reporting cases, fostering rescues and creating safe zones for strays help reduce suffering and strengthen community bonds.

As for us ordinary citizens, we can serve as these animals’ voices, witnesses, reporters, rescuers, educators and yes, sometimes, heroes.

A warmer and kinder Philippines is possible, if we choose to make it so. The fight for Browny’s justice shows that while a single act of cruelty can wound a nation, a single act of courage can help heal it. This is a reminder that compassion must become our norm, not an exception. Let us remember that our humanity is defined not by how we treat the powerful, but by how we protect the powerless.