OUGD603 | Extended Practice | Brief 04 | Action against Animal Cruelty Campaign Brief |

The Brief : Action against Animal Cruelty campaign - Collaboration with Aneta Sidorko (Graphic Design)

Context: 
“Action against animal cruelty/Petection" – This is an enormous issue, due to the scale of animal cruelty which has still not been completely eradicated today. Animals have been used for testing since 1922 when animal testing was allowed to enable insulin to be isolated from dogs. Prior to this isolation, individuals with diabetes essentially 'wasted' away from the metabolic effects of uncontrolled high blood sugar. In the 1930s, modern anesthetics and antibiotics were developed from the use of animal testing. In addition, anticoagulants and kidney dialysis, both life-saving treatments, were introduced following animal testing.

According to research by Cruelty Free International and the Dr Hadwen Trust at least 115 million animals may be used in experiments worldwide each year. The UK is now the biggest reported user of animals in the EU, with 3.9 million experiments reported in 2014. Germany is the second highest user with 2.8 million and France is third with 1.8 million.

Possible topics to be aware of:

• With regard to animals & cosmetics - is there any need to test more products? 

• With regard to medications & chemicals - is an animal’s life less important than a human's? Are there other alternatives which could be developed? 

• With regard to the use of animal fur – could faux alternatives replace this? Is there any need to wear animal fur?

• With regard to adoption than buy - could adopting help the animal of deaths and cruelties?

Timeframe:
1 to 2 months: March/April/May.



Considerations - Who is the intended target audience?

• Consumers aged 16 - 30. 
• Majority of females and some males. 
• Animal lovers & pet owners 
• Consumer of make-up 
• Consumers of fashion with animal fur 
• Researchers of pharmaceutical products 

What purpose does the campaign serve? What do you want to achieve from this brief?

The purpose of this brief is to raise awareness about animal cruelty as it still continues today. In some cases alternatives could be used, for example in fashion clothing. In other cases it could be said that enough research has already been carried out and further research is not needed, such as in cosmetic products. In the more sensitive area of testing for pharmaceutical use, the brief aims to raise an awareness of the cruelty caused to animals and questions whether alternative methods could be developed. It also questions the value placed by humans on the life of animals.

In the EU, animal testing for finished cosmetic products has been banned since 2004, animal testing for cosmetic ingredients was banned on 11 March 2009 ('testing ban'). However, information from both the RSCPA and the European Commission Memo states that animal testing for cosmetics is not prohibited in Europe.

Even though animal testing is opposed by some in the UK, other makeup products which are transported from Europe to the UK are still being tested on without consumers being aware that animal cruelty has still taken place. "Since March 2009 it is also prohibited to market in the Union cosmetic products containing ingredients which have been tested on animals in order to meet the requirements of the Directive ('marketing ban')."

Ingredients have needed to be tested on before the consumer receives the finish product, but is it necessary to produce new cosmetic products which would need further testing? And is it necessary to harm animals for beauty?


Furthermore, are animal experiments necessary and justified?
One of the main animal experiments is the study how human and animal bodies work (health and illness) and for testing medicines and chemicals. Scientist who are for using animals for science debate that there is no other way to achieve their scientific objectives, and that any pain or distress caused to the animals is outweighed by the potential benefits of their research. Nonetheless, 'Necessity' and 'Justification' are both matters of opinion and open to debate. The 'need' to use animals, and the justification for the suffering caused, should both be challenged much more strongly. Animals' lives and welfare should be given higher priority. Badly designed and poorly carried out experiments are invalid science and waste animal lives. In conclusion these experiments/testings to animal suffering must stop in the name of science and beauty. A more humane approach is needed. 

Outcomes of briefs:

• Campaign that makes people aware of animal cruelty (cosmetics/chemicals/medication/adoption)
• Logo & brand, slogan.
• Photograph: rabbits, hamsters, cat or dog.
• Posters and leaflets 
• Distribution through petshops, vets, animal cruelty free makeup brands, etc. 
• Adoption box