NEWS: GGT favours subtle approach in debut campaign for IFAW

GGT has unveiled its first work for the International Fund for Animal Welfare, the charity that caused controversy last year by using John Wayne Bobbitt’s severed penis in its advertising.

GGT has unveiled its first work for the International Fund for Animal

Welfare, the charity that caused controversy last year by using John

Wayne Bobbitt’s severed penis in its advertising.



The new ad, which shows a dog nestled against its owner’s shoulder,

steers away from the shock tactics of recent campaigns through Bartle

Bogle Hegarty. It marks a deliberate move by IFAW towards subtler

commercials aimed at influencing political decision-makers in the run-up

to the general election.



‘Animal welfare is no longer just the concern of ‘bunny-huggers with

collecting boxes’,’ Richard Moore, the leader of the UK election team at

IFAW, explained. He said that the new execution was aimed at persuading

politicians to put animal issues on their agenda.



‘Politicians are a fairly hard-bitten bunch, and they are used to shock

tactics. The whole campaign is about getting politicians to recognise

that people are worried about animal welfare,’ he added.



The ads will run in quality magazines such as the Spectator and the

Literary Review, and are expected to be followed by a crop of more hard-

hitting consumer ads later in the year. ‘We’re not suggesting the days

of shock tactics are over,’ Moore said.



In particular, the group is expected to target younger voters,

particularly those who are too disillusioned with politics to bother

voting, but who would exercise their right over one particular issue,

such as animal welfare.



GGT picked up the IFAW account following the charity’s split from the

then incumbent, BBH, earlier this year (Campaign, 31 May).



BBH was ordered by the Advertising Standards Authority to withdraw its

last ad featuring Bobbitt’s severed penis.



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