Nov 5, 2006
WHOEVER SQUEALED, PORK ADS ARE OUT
By Julian Lee, Marketing Reporter, www.smh.com.
Oct 28 - A CONFRONTING advertising campaign highlighting the plight of
factory-farmed pigs has been rejected by some women's magazines amid
suggestions that it might upset the meat industry.
Eight titles have refused to run the ads containing images that mimic
recipe features found in such magazines.
A company that sells space on billboards in supermarket car parks has
also stopped the ads.
The setback has forced the backers of the $500,000 campaign -
including a Hollywood studio producing a film in the vein of Babe - to
attempt to book ads in tomorrow's newspapers.
Brian Sherman, director of the animal protection group Voiceless, part
of an alliance funding the ads, speculated that the meat industry
might threaten to withdraw the $800,000 it spends each year on
"Obviously media companies get advertising from groups that might not
want to see this advertising, " Mr Sherman said.
Marie Claire, Delicious and Good Weekend are among those refusing to
take the ads, leaving Woman's Day and the Australian Women's Weekly to
The ads feature colour photographs of freshly cooked pork dishes with
headlines such as Traumatised Suckling Piglet with Severed Tail
accompanying text detailing how week-old piglets have their tails
snipped and their eye teeth removed with clippers without any pain relief.
"It might be confronting, but it's the reality," said Glenys Oogjes,
executive director of Animals Australia, which is also behind the
Paramount Pictures made a "significant" donation to Animals Australia
after it found homes for the 40 piglets used during the Australian
shoot of Charlotte's Web.
Publishers denied they were under any pressure from the meat industry
to reject the ads. They said the ads were rejected because they were
A pork industry spokesman said the ads misrepresented farming practices.
Caption: Ads for pork sausages and fillet.
Latest related coverage
* Video: Pig farm abuse - http://media.smh.com.au/?rid=23083
PIG AD CAMPAIGN MISLEADING, SAY PORK PRODUCERS GROUP
Oct 30 - Animal rights activists have launched a new advertising
campaign against pig farming.
The ads, put together by the groups Voiceless and Animals Australia,
depict pigs in small pens with minimal room and piglets having their
eye teeth clipped.
But Australian Pork Limited says the campaign is misleading.
Spokesman Andrew Spencer says the ads are designed to be emotional and
are not an accurate reflection of how pigs are grown commercially in
"The types of words they're using are not trying to portray the
independent view of the way pigs are raised," he said.
"A lot of the things they are talking about in terms of practices are
done exactly for reasons of optimising animal welfare and whilst it's
a little bit hard for people who are not familiar with this type of
thing to understand that, it's in the absolute interests of pig
farmers that their animals are well looked after."
CAMPAIGN CLAIMS TO DISPEL PORKIES ABOUT PIGS
Oct 31 - An unprecedented national advertising campaign launched this
week has stirred up pig farmers, as it highlights 'the plight of
factory-farmed pigs in Australia'.
Using confronting visuals and graphic text, the campaign is asking the
Australian public to face the truth about factory farming and to
change its buying habits, to give pigs a better life.
The campaign is featuring in women's magazines, national newspapers
and on buses and billboards in all major cities.
Thousands of free postcards will also be available nationwide and an
online component is planned.
The campaign marks a substantial dollar investment by leading national
animal protection organisations.
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