Battersea’s "Staffies. They’re Softer Than You Think" campaign is the charity’s most ambitious initiative to date and aims to challenge the misconceptions surrounding the breed and highlight what fantastic pets they can be if only given the chance. Launching the campaign at Westminster on 23rd November 2011, Claire Horton, Chief Executive of Battersea Dogs & Cats Home said:

"Staffies have been dealt a cruel hand these days, so much so that more people consider the dog to be a fighting dog than a family dog. It's time we gave the breed a chance and got to know Staffies for the lovely, friendly dogs they really are. Any dog can be trained to be aggressive and Battersea knows that in the right environment, and with responsible owners, Staffies can make loyal and loving family pets. Thousands of proud and responsible Staffie owners will tell you that Staffies are gentle, loyal and a million miles away from the hard image they have been unfairly tarnished with."

The YouGov research for Battersea also found that:

18-24 year olds are more likely to describe Staffies as guard dogs (27 per cent) or illegal dogs (14 per cent) than family dogs (11 per cent).

People are now more likely to consider the Husky, an active, working breed as a family pet (15 per cent) than the Staffie (ten per cent).

Londoners are most likely to see the breed in their neighbourhood (41 per cent) yet only 9 per cent of Londoners admit to owning the breed, or knowing friends who own the breed.

Almost a quarter of people (23 per cent) base their knowledge of Staffies on what they have seen in news reports.

Battersea is concerned about the extent that Staffies are misunderstood. They are wrongly seen by many people as an illegal banned breed and are portrayed by the media as a danger to society. For the charity, this results in thousands of homeless Staffies coming through its doors hoping for a second chance in life.

Rescue centres like Battersea who are willing to welcome all kinds of dogs through their doors are the last hope for an increasing number of unwanted and abandoned Staffies. In the last year Battersea took in 2,470 Staffies – over two thirds of which were strays – but it is now struggling to cope with the sheer number of Staffies needing its help. 15 years ago there were only 580 Staffies and Staffie crosses at Battersea needing its help. This figure has risen by a staggering 326% as the breed suffers the consequences of being adopted as the dog of choice for the minority who seek a dog for all the wrong reasons - as a status symbol or accessory.

Claire Horton adds:

"Staffies are so keen to please their owners and it's a sad fact that some people have taken advantage of their good nature to turn them into dangerous dogs. We’re working with many proud, responsible owners in this campaign to champion the positive qualities of the breed, as it's vital that we tackle the issue at its source. Staffies will only stand a chance if we dispel the notion of a dog as a weapon or accessory in inner-city communities."

One such Staffie champion is Nicola Windsor from Walthamstow who rehomed a Battersea Staffie called April, who arrived at the Home in January with deep open wounds around her muzzle where her mouth had been bound up with wire. Nicola comments:

"April is now the most happy and beautifully natured dog you could wish for. Some people are wary of her because she’s a Staffie but once they get to know her they love her. She’s so affectionate and we can’t imagine life without her."

Today the average length of stay for a Staffie at Battersea is 63 days. Yet a West Highland Terrier stays for just 23 days and a Golden Retriever only 9 days. Indeed five Staffies are facing their second Christmas at Battersea. The charity hopes its campaign will help to change that.

You may think you've heard all you need to know about the Staffordshire Bull Terrier. But read on and Battersea will help to show you the true nature of this surprisingly soft breed Staffies, They're Softer Than You Think