EXPRESS: Assessment of an educational social media campaign on improving feline osteoarthritis pain awareness and knowledge among cat owners

Objectives - Feline osteoarthritis (OA) is highly prevalent but often underdiagnosed, largely owing to owners’ difficulty recognising subtle clinical signs. This study evaluated the effects of an evidence-based, peer-reviewed educational social media campaign on cat owners’ knowledge and awareness of feline OA.

Methods - A prospective, interventional study was conducted with a convenience sample of adult, non-veterinary cat owners recruited via social media. Participants completed a validated online survey assessing knowledge and attitudes about feline OA before and after viewing an evidence based social media campaign (i.e., the intervention) covering 4 domains (introduction, clinical signs, diagnosis, management). Paired non parametric tests compared pre- and post-intervention total knowledge scores, individual knowledge items and Likert scale attitude items.

Results - A total of 53 participants completed both surveys. Mean total knowledge scores increased from 19.9 ± 3.1 to 23.6 ± 2.8 (p < 0.001). Correct identification of OA as non-curable increased from 49.1% to 83% (p < 0.001), and the misconception that OA only affects senior cats decreased from 13.2% to 0% (p = 0.02). Recognition of key risk factors improved: neutering after 6 months of age (9.4% to 60.4%, p < 0.001) and outdoor access (28.3% to 73.6%, p < 0.001). Recognition of scratching posts as an option for environment changes increased from 24.5% to 60.3% (p <0.001). The owners’ confidence in their ability to contribute to diagnosis increased (Hodges-Lehmann shift +0.99, p = 0.04), knowledge of environmental modifications increased (+1.49, p <0.001), and stress about lifelong management decreased (-0.99, p = 0.01). Most participants (≥91%) found the intervention materials enjoyable and useful; 96% would share the content with others.

Conclusion and relevance - An evidence-based educational social media campaign significantly improved cat owners’ awareness and knowledge regarding feline OA, suggesting a scalable platform to complement traditional veterinarian-client communication.