COMMUNICATIONS NEWS: Shock tactics

The Scottish Society for the Prevention of Cruelty to Animals has launched a high-profile outdoor and poster campaign to promote its new helpline number for central Scotland. The advertising campaign, which features a shocked man with a bird-eating spider on his face, is designed to induce the same feeling of distress in the viewer as experienced by a suffering animal, according to the creative agency. The "Scared of Spiders?

advert will feature on posters, buses and bus stops until the end of the month. A charity spokeswoman said the charity wanted to avoid images of cruelty, which make the public "switch off

but felt that a chocolate box image would be inappropriate. Instead it decided to go for a humorous image that nevertheless gets across a serious message.

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