This was an innovative awareness drive for the National Council of SPCAs (NSPCA) devised and created by the Hardy Boys, an ad agency in Durban, on a pro bono basis.
NSPCA 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 of the Hardy Boys explained how the elections became the perfect tactical opportunity to highlight an important issue. "At a time when so many parties and individuals are making promises about changing and bettering lives, we wanted to highlight one organisation with a proven track record worthy of the public's support."
Kuch stressed that the campaign was in no way downplayed the importance of elections or made light of it. "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." She added that the organisation was not endorsing any political party but hoped that more parties would include the welfare of all animals on their election manifestos in future. "How a nation treats its animals is a measure of its maturity and compassion."
The Hardy Boys has a reputation for producing award-winning pro bono work for non-profit organisations.
