What is it?
The animal welfare charity the League Against Cruel Sports has launched a national awareness campaign to highlight the importance of the Hunting Act in protecting wildlife.
The hard-hitting campaign has been put together to remind the British public of the cruelty of hunting with dogs and the need to keep the Hunting Act, given the coalition government’s promise to hold a free vote on repealing the act during its term in office. The campaign also seeks to target the younger generation, unlikely to be aware of the initial campaign that led to the ban.
Who’s in the advert?
The advert features the comedian Dave Spikey. It opens with him starting to tell what appears to be a joke, but when he’s about to deliver the punchline his expression becomes more serious as harrowing footage of hunting with dogs is shown on screen. The advert has been produced by the agency Remedy Creative.
Where will it be shown?
The 30-second advert will run on YouTube and in more 400 than cinemas. It will be supported by an online and social media campaign on Facebook and Twitter. Online banner adverts featuring Spikey will also appear on several online news sites, including Mail Online and Metro. They will direct users to the campaign’s website, where people can view the full-length film and find out how to contact their MP on the issue.
What the charity says:
Joe Duckworth, chief executive of the League Against Cruel Sports, says: "We know that the majority of the British public do not want to see a return to hunting with dogs for sport. However, a vocal minority do, so it was important for us to put together an effective campaign capable of grabbing the public’s attention to remind them exactly what a return to this barbaric cruelty would look like if this important piece of wildlife legislation was to be overturned."
Third Sector verdict:
The images of foxes and other animals being chased and ripped apart by packs of hunting dogs are harrowing to watch. It’s an effective campaign that shows the younger generation the types of activities that were previously legal before the introduction of hunting legislation, and should encourage some viewers to take action by writing to their MPs.