Fear Free movement for pets

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http://www.fearfreepets.com/fear_free/default.aspx
About Fear Free℠
Developed by “America’s Veterinarian,” Dr. Marty Becker, the Fear Freesm initiative aims to “take the ‘pet’ out of ‘petrified’” and get pets back for veterinary visits by promoting considerate approach and gentle control techniques used in calming environments. Utilization of Fear Freesm methods and protocols leads to reduction or removal of anxiety triggers, which creates an experience that is rewarding and safer for all involved, including pets, their owners, and veterinary health care teams. The end result? Calmer, more accepting patients, more compliant clients, and better veterinary care.