The Society for the Prevention of Cruelty to Animals (SPCA) has launched a new campaign to stop the use of electric shock collars for dog training purposes in Singapore.
The campaign, titled “Tough People vs. Shock Collar”, is animated by a film featuring athletes and fitness coaches considered to be “tough people”. The black and white film then showed these people being shocked by an electric shock collar. The film aims to portray an “unfiltered, intimate look at the very real pain” that an electric shock collar inflicts on some of Singapore’s strongest humans, the SPCA said. The organization added that once the public saw the pain inflicted, it would be “impossible to imagine inflicting such pain on helpless animals.” At the end of the film, a dog was presented in color, in contrast to the otherwise black and white film.
The campaign was created and produced pro bono by creative agency Forsman & Bodenfors Singapore, alongside production partners Heckler Singapore and Fuse Adventures. The film will be supported by paid online media and accompanied by still images that will be used on the SPCA’s social media channels (Facebook, Instagram and YouTube). It will take place throughout the month of February.
With this campaign, the SPCA seeks to shift public opinion of shock collars from acceptance to rejection. In a statement to INTERACTIVE-MARKETING, a spokesperson said that the SPCA’s ultimate goal is to ban the use of electric shock collars in Singapore and to promote humane methods in animal training. The campaign wants to draw attention to the problem and start a conversation in Singapore about strength training and its benefits. It is added that the campaign is planned for the moment only in digital, but that it could be adapted later to other media formats, depending on the quality of the reception of the message.
According to a spokesperson for Forsman & Bodenfors Singapore, the film took three months to come to fruition, and the creative concept came as the team were testing the shock collar on themselves to gain a better understanding of this device and hated what it was. he felt. That was the start of a creative idea to show how a shock collar affects our toughest humans, and asks the viewer to think about how a dog can deal with the same pain. “It’s uncomfortable to watch but leaves a lasting impression,” he said. The spokesperson added that it was accompanied by an emotional advertisement as the SPCA and the agency recognize the value of using emotional stories in communications.
Jaipal Singh Gill, Executive Director of the SPCA, said: “The film shows how painful a shock collar can cause and why it should never be used in modern animal training. These high performance athletes have undergone the shocks to raise awareness of this important issue so that the animals can be spared from the pain. We thank them for their sacrifice.
The campaign is part of the SPCA’s broader Teach with Kindness initiative, which aims to promote humane animal training to protect animal welfare in Singapore. The SPCA also launched a hashtag “#teachwithkindess”, where the public can explore more content and share their own stories about humane animal training. To show its support for the ban on shock collars, the SPCA encourages the public to sign their pledge to also choose non-forceful methods of training animals.
Last year in May, the SPCA launched a “Background Homes” initiative that hijacks virtual backgrounds and places pets for adoption there. It happened as adoption campaigns and fundraising events were put on hold amid the lockdown in Singapore. With the backgrounds, viewers can “imagine” what some of the animals in their homes might look like. By changing their background, users will automatically become animal advocates, raising awareness of both the animals and the website. The initiative was also carried out in partnership with Forsman & Bodenfors Singapore.
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