Responsive Studio brief 02 - Fur for animals research

About

Respect for Animals campaigns against the cruel and unnecessary international fur trade, believing fur farming and trapping to be morally indefensible.

Respect for Animals emerged in 1993, following the demise of Lynx which began the anti-fur campaign back in the mid 1980’s. By using innovative advertising and media campaigns such as the famous David Bailey ‘Dumb Animals’ poster and cinema commercial, consumer attitudes towards the wearing of fur in the UK have changed dramatically. Most department stores used to have fur salons and fur could be found almost everywhere on the high street. Now, more and more department and high street stores have adopted ‘fur free’ policies such as the Fur Free Retailer programme and the wearing of fur is no longer seen as acceptable.

Fur comes from animals either bred in inherently cruel factory farms or trapped in the wild using devices banned in many countries. All this suffering is unnecessary – there are plenty of other cruelty-free materials that can be used instead. Some countries, including the UK, have banned the main methods of production and most fur outlets have closed. But globally, there is much to be done. People either don’t know or don’t care where fur really comes from and, as with other issues, are inclined not to think about it in the face of the fashion appeal of fur. Ultimately, Respect For Animals want to see the closure of fur shops, a drop in the number of fur skins at auction and therefore the number of animals being killed.

Background 

In the 80s, Respect for Animals (then Lynx) was the first to use mass media to bring the anti-fur movement to the centre of popular culture. David Bailey’s provocative (and D&AD Black Pencil-winning) ‘Dumb Animals’ campaign helped to change fur from status symbol, to a product of cruelty. Socially, politically and creatively, the campaign was a landmark success. But fast-forward 30 years and the fight against the fur trade is now more urgent than ever Fashion may have evolved significantly since, with ethical concerns making their way to the forefront. But there’s no such thing as ethical fur, and every year 100 million animals still suffer and are killed in the name of fashion as new demand for high-end, high street and fur trim garments has emerged, driven largely by consumers in Russia and China.

                                                (David Bailey - Dumb Animals' 1985)

What they stand for 

The killing of tens of millions of animals each year for nothing more than the fur on their backs is wrong. It’s immoral and a crime against nature.

Gandhi said ‘The greatness of a nation and its moral progress can be judged by the way its animals are treated.’ Animals killed for their fur are either trapped in the wild or reared in fur factory farms in tiny, barren wire cages. All this for a product nobody needs. Respect for Animals is here to give a voice to the countless and voiceless animals whose only crime is to have been born with beautiful fur.

We campaign peacefully but effectively and have a good record of achievement, securing a ban on fur factory farming throughout the UK and we have been at the forefront of the consumer campaign in the UK that has led to the closure of most fur outlets here. But there is so much more to do. The fur trade is massive, ruthless and a bully but Respect for Animals is determined to do whatever it can to bring it to an end.

The killing of animals for their fur is wrong and should be banned. Respect for Animals is working to persuade consumers not to buy fur and lobbies for legislation to make the selling of fur illegal. Many countries including the UK already ban the main methods of producing fur and so they stand accused of hypocrisy by allowing the trade in and sale of fur items.