People's Dispensary for Sick Animals
The People's Dispensary for Sick Animals (PDSA) is a veterinary charity in the United Kingdom. It was founded in 1917 by Maria Dickin to provide care for sick and injured animals of the poor. It is the UK's leading veterinary charity, carrying out more than one million free veterinary consultations a year, and was until 2009 the largest private employer of fully qualified veterinary surgeons and veterinary nurses in the UK; only those living within the PDSA's catchment areas can use their services. Foundation and development. During World War I, animal -welfare pioneer Maria Dickin worked to improve the dreadful state of animal health in the Whitechapel area of London. She wanted to open a clinic where East Enders living in poverty could receive free treatment for their sick and injured animals. Despite widespread scepticism, she opened her free "dispensary" in a Whitechapel basement on 17 November 1917. It was an immediate success, and she was soon forced to find larger premises. Within six years, Maria Dickin had designed and equipped her first horse-drawn clinic, and soon, a fleet of mobile dispensaries was established. PDSA vehicles soon became a common  sight throughout the country. Eventually, PDSA's role was defined by two Acts of Parliament, in 1949 and 1956, that continue to govern its activities today. Awards. Maria Dickin instituted the Dickin Medal in 1943 to acknowledge outstanding acts of bravery by animals serving with the Armed Forces or Civil Defence units. It has become recognised as the animals' Victoria Cross, and is administered by PDSA. The PDSA created a second animal bravery award, the PDSA Gold Medal, in 2002, which is now recognised as the animal equivalent of the George Cross. In 2014, the PDSA Order of Merit was  instituted to recognise outstanding examples of animal devotion to their owners or society; it is the animal equivalent of the OBE. , it has been awarded to 12 horses, the first being police horse Grace, and 20 dogs, the latest being Springer Spaniel Max, the first pet to receive the award. Eligibility requirements. Today, treatment is only available to the pets of those in receipt of Housing Benefit or Council Tax Benefit, and who live in one of the charity's 'catchment areas'. For those eligible, treatment for sick and injured animals is free of charge. Recently, the PDSA started providing  eligible pet owners with preventive services such as neutering, vaccinations, and microchipping. These services are the only treatments that are not free, but are offered at cost. Although free for all treatments except for those of a preventive nature, PDSA asks clients to make a donation of whatever they can afford towards the treatment of their animals. , PDSA was able to offer its services to 75% of eligible people, and planned to increase this to 80% over the next year. In May 2009, the PDSA began requesting a donation on checking in an animal for treatment. Areas of operation. PDSA  operates throughout Great Britain through animal hospitals and practices; a vast network of charity shops support the organisation. It has one animal hospital in Northern Ireland, the catchment area of which covers much of the area east of the Bann. Although further hospitals are not currently planned for that region, some services through private clinics may be offered, and a charity shop was due to open in March 2007 in Lisburn. The charity's head office is based in Telford, Shropshire. In 1937, a branch of the PDSA was founded in District Six, South Africa, which at the time was  a poverty-stricken area of Cape Town. In 1988, the organization became autonomous, but maintains a strong link with the mother society in the United Kingdom and a great deal of information is exchanged between them. In October 1938, the PDSA held a Twenty-First Birthday Dinner at the Holborn Restaurant in London, attended by Mrs Dickin. There were words from abroad from France (Mr Horne), Dutch East Indies (Mr Cronin), Romania (Mr Smith), and Greece (Mr Hurle). Roobarb and Custard Partnership. In 2012, Bulldog Licensing, the brand licensing agency for Roobarb and Custard, pledged a long-term link with  PDSA to help raise £1M. The characters have already appeared on a range of PDSA T-shirts, modelled and supported by singer and TV presenter Alesha Dixon. Pet Fit Club. In 2005, the PDSA launched its Pet Fit Club competition, to help battle the problem of pet obesity. The annual contest has a group of overweight dogs, cats, and rabbits embark on a strict, six-month diet and exercise programme, specially tailored by PDSA vets and nurses. At the end of the programme, the best-performing pet is crowned slimmer of the year. In 2015, small furry pets such  as guinea pigs, hamsters, rats, and mice were allowed to take part in the competition for the first time.