Permasalahan pelanggaran hak asasi hewan dan kesejahteraan hewan adalah suatu isu global yang kompleks dan banyak terjadi hingga saat ini. Salah satu contohnya adalah permasalahan kekerasan terhadap anjing dan konsumsi daging anjing. Di Indonesia sendiri, isu ini banyak terjadi, bahkan karena tingginya kasus kekerasan dan konsumsi daging anjing di Indonesia, banyak aktivis hewan dan organisasi Internasional yang menyorot. HSI adalah salah satu NGO yang berfokus dalam hak asasi dan kesejahteraan hewan, HSI membangun DMFI guna mengatasi permasalahan ini di Indonesia. DMFI membangun norma baru yaitu dog are not food dan animal cruelty free yang diharapkan dapat membangun kesadaran masyarakat (public awareness). Teori Konstruktivisme serta penggunaan konsep Three Stages Of The Life Cycle Of Norms serrta pendekatan kualitatif digunakan dalam meninjau penelitian ini sehingga dapat memberikan gambaran bagaimana HSI menggunakan strategi kesadaran masyarakat dalam menanamkan norma baru guna menghentikan tindakan kekerasan hewan, khususnya kekerasan terhadap anjing dan konsumsi daging anjing / The issue of violation of animal rights and animal welfare is a complex global issue and is still happening today. The problem of violence against dogs and the consumption of dog meat is one example. In Indonesia itself, these issues occur a lot, even because of the high cases of violence and consumption of dogs in Indonesia, many animal activists and international organizations put the spotlight on Indonesia. HSI is an NGO that focuses on animal rights and animal welfare, raise DMFI to address problems in Indonesia. DMFI has developed a new norm, dog are not food and animal cruelty free which is expected to build public awareness. Constructivism theory and the use of the Three Stages Of The Life Cycle Of Norms concept as well as the approach used in reviewing this writing so that this study provides an overview of how HSI uses public awareness strategies in instilling new norms in Indonesia for acts of animal violence, especially against dogs and dog meat consumption.