Situation

Did you know that during the filming of "The Hobbit", the sequel to "The Lord of the Rings", at least 27 horses died of dehydration? In "Indiana Jones," Steven Spielberg needed 100 takes of a chimpanzee to get a shot of one making the Nazi salute.

The entertainment industry- television, film and advertising, still use wild animals in their productions for profit and entertainment. For an animal a shoot implies cold, hunger, often isolation, abuse, beatings, electric shock or the removal of their claws.

Brief

FAADA (an NGO) wanted to reveal and protest against the mistreatment of wild animals in audiovisual productions, however they had no money to put behind this effort.

Objectives

-Inform society of the problems faced by animals in audiovisual productions.

-Be heard by the public administration and by film, television and advertising professionals, and get them to stop using wild animals.

Implementation

A real life casting, videoed, was the unique element of the campaign. We called a casting of children to imitate wild animals. Then we explained to their parents what the working conditions of their children would be in this shoot. We recorded it and made a video, and as we had no media budget we published in FAADA’s Facebook page.

TImeline

The campaign was launched from Faada’s Facebook page and promoted with just 400 € in Facebook Ads. The campaign was dynamized by some pro-animal celebrities who helped us raise awareness about the cause.

Placement

The campaign was launched from Barcelona and had a nationwide reach across Spain as well as an international reach.

Scale

We achieved coverage of the campaign on TV news and in the on-line press like La Sexta, El Pais, El Mundo, Antena 3 ...