LOUD Sydney launches integrated campaign to ban live export for Animals Australia and RSPCA
Last night Sydney advertising agency LOUD launched a campaign to stop the export of Australia’s live animals to the Middle East and South East Asia. Developing the campaign touched the hearts of all those in the agency who worked on it.
LOUD’s campaign is designed to create further awareness on this issue and to push Australians to apply pressure on the government by signing up on BanLiveExport.com
LOUD worked with their client Animals Australia, and for the first time with RSPCA Australia, to create the campaign.
Every year millions of Australian animals are exported live for slaughter. Cattle, sheep and goats are sent all through to the Middle East and South East Asia – to countries where animal welfare laws do not protect them. Tens of thousands of animals don’t survive the sea journey and those that do are destined for slaughtering, in the most horrifying and inexcusable way. Most of the animals have their throats cut while they are fully conscious, leading to an exceptionally painful and prolonged death.
“We knew the power of the creative depended on the sounds and images presented by Animals Australia’s Lyn White on Four Corners last week,” said Lorraine Jokovic, CEO of LOUD. “We very quickly discovered that the footage shot by Animals Australia was incredibly powerful, as demonstrated by the huge outcry from the Australian public all week,” she added.
Said Joe Van Trump, Executive Creative Director of LOUD, “It is human nature to feel empathy when animals are truly in distress and we needed to keep the authenticity of the shocking sounds and images to show people just how it is. We have simply added a call to action to drive people online to petition for Julia Gillard to end live export now.”
The commercial will air on all major metropolitan and regional television stations and all main metropolitan radio stations.
Lyn White, Communications Director Animals Australia said, “Animals Australia and RSPCA Australia are immensely grateful to LOUD for donating their creative expertise to produce this powerful television commercial. It was LOUD’s brilliant campaign on our behalf that forced the pig industry to announce a voluntary ban on cruel sow stalls, and we hold high hopes that this commercial will have similar success and help to end the cruellest trade in Australia’s history.”
9 Comments
Well done guys, using advertising for good.
“This is great! Finally everyone will see what’s going on over there” he said as he took a bite from his burger. The lunch meeting was going well, although he secretly wished he had ordered the New Zealand lamb.
12.59pm You are an idiot. Enough said.
Thank goodness for agencies like LOUD! I will be signing up on BanLiveExport. com right now!!!
A worthy cause, obviously, but this is a weak hodgepodge of little ideas.
Great to see an active push against this.
Now if we can turn attention to better treatment of Asylum seekers, boat people and refugees we will be on the right track.
Nice one, it worked. But the real hero here is Lyn White from Animals Australia. What an incredible human being!
Is the only way we can make people do something for the greater good? You have my support but I don’t want to see these kinds of images, ever. If social marketing has been reduced to offending everyone into doing something we’ll only stun them into greater apathy. This is the retail equivalent of attention seeking. Of course it works, but it’s short lived. How will you up the stakes for the next sale, sorry… awareness campaign?
Yes 9:53am. I would hate to see how they’d handle pedophilia, rape or slave trade issue. This ad degrades animals in a way that society would not allow for humans. To parade this footage around is insensitive and demeaning.