Animal lovers are being encouraged to wear a black and white ribbon on Monday in memory of Rahja, a border collie that died after reportedly being struck in the head with a hammer in Castlemaine two weeks ago.
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Rahja's owner, who wanted to remain anonymous, said he'd had responses to the initiative from all over the country since launching the Facebook page Ribbons for Rahja.
He said people in Castlemaine were horrified at Rahja's death.
"It gives people something to focus on rather than just walking around being angry," he said.
"I don't want this to just go away, it's a disgraceful thing."