Cruelty to animals is never acceptable. However, there are still countries that fail to promote and uphold animal rights, and Switzerland is one of them. To address this harrowing problem, the Foundation for the Animal in Law, also known as Tier im Recht (TIR), created an anti-animal cruelty campaign that made use of four provocative animal photos that encapsulate their advocacy.
Powerful and Thought-Provoking Campaign
TIR partnered with Ruf Lanz, an advertising agency, to come up with a concept that reifies their advocacy in a way that would leave a strong impression on anyone who sees it.
The campaign features four daring photos of animals donned in BDSM costumes accompanied by a slogan that states: ‘No animal takes pleasure in suffering.’ The leather and chains that bound them represent the acts of cruelty that many animals have been painfully subjected to.
It shows how animals are incapable of communicating consent to destructive actions and abuse. They obviously do not have a ‘safe word’ that would stop the cruelty. Therefore, the campaign urges us to speak and act on their behalf.
A Battle Against Animal Cruelty
Animal cruelty is one of the most prevalent and long-standing issues in Switzerland. In 2018, the Society for the Prevention of Cruelty to Animals (SPCA) even released the List of Shame, which contains the worst cases of animal cruelty in the said country.
Because of the lack of legal animal protection regulations, numerous animals are living a life filled with misery. Most acts of animal neglect and exploitation are still discounted by the law in Switzerland. These acts of cruelty fuelled TIR to come up with this powerful campaign that would constantly remind the authorities and the public about the suffering that animals go through.
TIR started its advocacy since 1996. The primary purpose of its advocacy is to make a continuous development between the human and animal relationship in an ethical, social, and legal sense. It fights for animal laws and makes sure that it is properly implemented. TIR also regularly executes activities in both legal and political levels to efficiently propagate animal-related knowledge and firmly protect the well-being of animals.
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It is not the first unconventional campaign for TIR and Ruf Lanz. In fact, the advertising agency has been supporting TIR for years. ‘No animal takes pleasure in suffering’ is the fourth anti-animal cruelty campaign that they have collaborated on.
All the animals in the photos were digitally produced. Carioca Studio, an internationally known image concept house located in Bucharest, modelled the CGI production of the 3D animals. In an interview, they humbly shared, ’We are proud to be part of this project. “No animal takes pleasure in suffering” is perfect and CARIOCA’s full CGI production is congenial.’
TIR and Ruf Lanz have previously launched ‘Behind Bars,’ ‘Animal Judges,’ and ‘Animals as Trash.’ Their creations made such a strong impact, which earned them several awards. In 2016, TIR was awarded ‘Poster of the Year’ for its exceptional campaign, ‘Animals as Rubbish,’ during the Swiss Poster Award.
Its campaign poster depicts the heart-wrenching and tragic reality of animals being hurled away like garbage by their owners. The jury president, Christian Brändle, gave a statement as to why they chose TIR’s campaign as a winner. He says, ‘The “Animals as Rubbish” series make injustice visible, triggers emotions, appeals to our conscience, and spurs us to take action.’
Be the Voice of the Unheard
TIR’s constant efforts in encouraging the public and authorities to protect the lives of animals are an exemplary model for all pet lovers out there. Animals cannot stand up for themselves. They need someone to defend them from any violence. Hence, it is crucial on our part to take a definitive stand against acts of animal cruelty to safeguard the welfare of all animals.