what: in 2003, a very peculiar ad was broadcast on selected United States TV channels. Defined as “the first-ever Anti-Fur TV Blitz”, the campaign was launched by The Fund for Animals. The 30-second spot featured footage of fur factories and traps used to kill animals for their fur, and urged viewers to ‘make compassion the new fashion’ by choosing not to purchase any clothing with fur or fur trim. The commercial was aired hundreds of times during primetime on stations such as MTV, VH1, E!, Oxygen, Lifetime, and TNT.
The Fund’s ad campaign also included print ads in Gotham, The New Yorker, The New York Times Magazine, theatre playbills, and student newspapers and posters on college campuses.
"we speak for those who can't": the Fund for Animals was founded in 1967 by prominent author and animal rights advocate Cleveland Amory, and has spearheaded some of the most historic and significant events in the history of the animal protection movement. The organization carries on the legacy of Cleveland Amory by using education, legislation, litigation, and hands-on care to protect animals from cruelty. The Fund's primary emphasis is on advocating and providing sanctuary for wildlife, whether the animals are endangered or thriving, charismatic or homely, native or exotic.
the price of a trim: many consumers mistakenly believe that fur trim is a ‘byproduct’ or ‘scraps’ leftover from full-length fur coats. But according to Jennifer Allen, Program Coordinator for The Fund, “Nearly all foxes killed in fur factories are killed exclusively for trim. If current trends continue, more animals will soon be killed for fur trim than for full-length coats.”
raising consumer awareness: “A little fur trim on cuffs, collars, gloves, or handbags may be dyed blue or orange – and not even labeled as real fur – disguising the fact that it came from animals whose bones were crushed in steel traps or who were anally electrocuted in fur factories. Consumers deserve to know the truth so they can make educated and compassionate choices.” declared Michael Markarian, President of The Fund for Animals.