On Monday, October 19th, the Toronto office of the World Society for the Protection of Animals (WSPA) launched an education campaign to raise awareness of the cruelty to animals inherent in blood sports such as bullfighting, bear baiting, cockfighting etc.
The campaign materials were designed to mimic the old-style circus event posters. At first glance these posters and advertisements seemingly publicize bullfighting, bear baiting and cockfighting events; however on closer inspection they contain clever messaging that indicates these activities are cruel and barbaric.
Created largely pro-bono by Toronto advertising agency TBWA, the campaign is designed to pique the interest of those individuals who might be attracted to attend these kinds of events with an aim to show them what truthfully happens at these events – hundreds of thousands of animals suffer unnecessarily and die solely for human entertainment.
WSPA Canada wanted to create a stir and cut through the many messages we’re competing with in order to educate people and introduce them to WSPA. One of the foundations of TBWA’s approach is to develop campaign that are, as they say, ‘disruptive’. Their approach resonated with us.
Although the campaign is based on a fictitious event, in many parts of the world they are a reality. Blood sports are common forms of human entertainment. WSPA Canada felt that this campaign would build awareness of the sad reality and cause people to act on behalf of animals.