Posters that appeared on street poles around Durban on 6 May, just one day before the national elections, had city motorists scratching their heads and wondering whether they were witnessing a last minute election drive from an animal welfare party.
The eye-catching posters, depicting a variety of endearing dogs and cats and inviting passers by to “Upgrade a Life”, were attached just below those belonging to political parties contesting the elections.
As it turned out, those who thought this was a votes drive were barking up the wrong tree. The posters were in fact a clever publicity campaign by local advertising agency, The Hardy Boys, on behalf of the National Council of SPCAs (NSPCA).
The animal welfare organisation’s spokesperson Christine Kuch explained: “Elections are generally a time when South Africans reflect on issues that are important to them. Our aim with this campaign is to remind voters that the welfare of all animals should be one of those issues.”
Dale Tomlinson, CEO of The Hardy Boys said staff at the Durban-based agency had come up with the idea for the campaign and implemented it in less than two weeks. “We saw the elections as the perfect opportunity to highlight an issue we feel has received less attention than it deserves in the run up to these elections.”
Kuch agreed, stressing that the aim of the campaign was not to urge voters to boycott the elections. “We believe everyone who is eligible to vote should exercise that right. But as they cast their votes we hope they spare a thought for the millions of animals who don’t have a voice.”
Kuch said that while the organisation was not endorsing any political party she hoped more parties would include the welfare of all animals on their election manifestos in future.
“Jobs, economic empowerment and the environment are tremendously important issues. But we believe strongly that how a nation treats its animals is as important. It’s a measure of the country’s maturity and compassion,” Kuch said.
The Hardy Boys, with clients across the country, Africa and internationally, many of them leading multinational companies, has a reputation for taking on pro bono work for non-profit organisations.
It won a Loerie award in 2010 for a provocative poster campaign for the South African National Blood Service that featured a tattoo artist working on a tattoo that reads: “I don’t give blood because I am scared of needles”.
For more information please contact Christine Kuch on 011 907 3590 or 082 828 0337 or email: pr@nspca.co.za.
