Even today animals in Switzerland do not receive legal protection they deserve and countless number of them suffer under these illegal conditions. With its new powerful awareness campaign against animal cruelty the Stiftung für das Tier im Recht (TIR; Foundation for the Animal in the Law) wants to point out that animal welfare offenses are still not prosecuted enough and lawfully punished consistently. The campaign was designed by a renowned Swiss advertising agency, Ruf Lanz, for the 20th anniversary of fight for animal rights.
As many animal welfare offenses are not adequately investigated and punished, the core message of the campaign says that “As long as some animals are treated like garbage, they need us.” TIR’s campaign will be presented on posters, advertisements, postcards and within various online applications starting from 11th October. Ruf Lanz has come up with three disturbing motifs portraying our favourite pets which are being tied down as garbage bags. You can donate for the cause on a completely redesigned website of the organization – tierimrecht.org and “help us [TIR] to help them”.
The Foundation for the Animal in the Law (TIR) has been fighting for proper animal-friendly laws and their consistent implementation for more than 20 years. During this long period, it has succeeded in providing many advances for the benefit of the animals. For example, since 2003 animals are no longer taken as matter in Swiss law, and their dignity is expressly protected by the Animal Welfare Act from 2008. Nevertheless, the number of criminal cases has multiplied, because of rising cruelty against animals in recent years.
Therefore, to help eradicate such practice, Ruf Lanz has been working with TIR for more than five years and supports the Foundation every year with an eye-catching, and incisive, campaign. One of their most recent collaborations preceding the current campaign called “Animal judge” was awarded the Swiss Poster Award – the most important poster competition in Switzerland – as the “Poster of the Year”.
Since 2008, Ruf Lanz is also responsible for the entire creative communications campaign for a bi-annual benefit gala for the Zurich Zoo, Zoofäscht – one of the most glamorous social events in German-speaking Switzerland.
Credits:
Advertising Agency: Ruf Lanz, Zurich, Switzerland
Creative Directors: Danielle Lanz, Markus Ruf
Art Director: Isabelle Hauser
Copywriter: Markus Ruf
CGI: Carioca Studio@Visualeyes International
Account Executive: Linda Egloff