DATE: Saturday, August 2, 1997              TAG: 9708020315

SECTION: LOCAL                   PAGE: B3   EDITION: FINAL 
SOURCE: BY JOHN-HENRY DOUCETTE, STAFF WRITER 

DATELINE: NORFOLK                           LENGTH:   52 lines

CALL ANIMAL CONTROL FIRST, PETA RECOMMENDS REPORTS OF ABUSE CAN RESULT IN AWARDS FOR TIPSTERS WHO HELP WIN CONVICTIONS.

People for the Ethical Treatment of Animals, their latest media campaign not withstanding, said 622-PETA is not the first number to call when reporting animal abuse.

The group on Friday unveiled a cash fund to reward tipsters who help convict animal abusers. And PETA urged people who witness such mistreatment to call the number.

However, PETA spokeswoman Lisa Lange said, the best way to stop an animal abuser is to contact your local animal control.

The group also launched a public service campaign featuring ``Virginia Is For Animal Lovers'' bumper stickers and TV spots with memorable narratives.

``Hot enough to fry an egg? It's also hot enough to fry your dog's brain.''

The line is aimed at shoppers who leave their dog in the car when it's hot.

Lange said the day's important message was to stop those who abuse pets by contacting the authorities.

``They could call us,'' Jill Houston, a Suffolk animal control officer, said of tipsters. ``They could call the police, or they could call a humane investigator.''

Humane investigators, she explained, are volunteers for the state who earn the title by taking a certified investigation course.

Branches of the Humane Society and the Society for the Prevention of Cruelty to Animals can provide information on animal cruelty and help contact investigators or authorities. This is the service, in effect, that PETA is offering with its tipster line. Lange said the group would actively support any citizen's attempt to end abuse.

Karen Pinneo, executive director of the Norfolk SPCA, agreed that animal abuse is a growing concern.

``It's gotten worse in the last few years, and people should know about it,'' Pinneo said. ``There is a relationship between people who abuse animals and people who abuse people.''

Speaking from the PETA's Front Street headquarters, Lange said tipsters will be paid $500 when they help bring an animal abuser to justice. The reward will only be paid if information leads to a conviction on animal cruelty charges, Lange said.

``A lot of people don't know who the local authorities are,'' Lange said. ``That's why we're saying call us.''

Chesapeake Animal Control: 487-2212

Norfolk Animal Control: 664-7387

Portsmouth Animal Control: 393-8430

Suffolk Animal Control: 925-6416

Virginia Beach Animal Control: 427-4158 > KEYWORDS: PETA

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