'Not a Bully' is an Ad Campaign Hoping to Stop Pitbull Abuse
Megan Facciuolo — April 29, 2014 — Lifestyle
References: notabully.org & designtaxi
Pit bull abuse is hand in hand with the negative perceptions that people often have of the breed. New York-based photographer Douglas Sonders launched a campaign to stop the mistreatment of the animals. The campaign, titled 'Not a Bully,' recently released and features friendly captures of rescued pit bulls.
Sonders, with the support of celebrity dog trainer Cesar Millan, hopes to change the way people perceive the breed. Through pictures of them and their pit bull pooches, they shed light upon the fact that 22% of pit bulls in shelters are automatically euthanized.
The campaign also pictures dogs with tragic histories of mistreatment and neglect. For example, a meekly smiling pit bull named Porter was found in an alley with a smashed jaw and broken legs, but now, is happily adopted. All the dogs like Porter in the photographs, regardless of their past abuse, look happy and gentle.
Sonders, with the support of celebrity dog trainer Cesar Millan, hopes to change the way people perceive the breed. Through pictures of them and their pit bull pooches, they shed light upon the fact that 22% of pit bulls in shelters are automatically euthanized.
The campaign also pictures dogs with tragic histories of mistreatment and neglect. For example, a meekly smiling pit bull named Porter was found in an alley with a smashed jaw and broken legs, but now, is happily adopted. All the dogs like Porter in the photographs, regardless of their past abuse, look happy and gentle.
Trend Themes
1. Anti-bullying Canine Campaigns - Campaigns using dogs to spread anti-bullying messages and fight animal abuse can be expanded to other breeds and animal species.
2. Animal Welfare Advocacy - Campaigns like 'Not a Bully' can inspire businesses to align with animal welfare organizations and promote responsible pet ownership.
3. Celebrity Endorsements for Animal Welfare - Partnering with a celebrity dog trainer or animal rights activist can increase the impact and reach of animal welfare campaigns and initiatives.
Industry Implications
1. Animal Shelters and Adoption Centers - Using photography and social media to promote animal welfare efforts can increase adoptions and public awareness of the importance of responsible pet ownership.
2. Pet Insurance Providers - Partnering with animal welfare organizations to promote responsible pet ownership can increase demand for pet insurance and encourage more pet owners to invest in comprehensive coverage.
3. Photography and Media Production - Collaborating with animal welfare organizations to produce creative campaigns and content can open up new revenue streams and position companies as socially responsible leaders in their industry.
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