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Awards Ceremony Disrupted as Campaigners Protest RSPCA Assured Scheme

Campaigners from Animal Rising have disrupted the ThirdSector Awards ceremony, taking to the stage and announcing to the audience that the RSPCA is endorsing animal cruelty.


A smartly dressed man stands on stage, microphone in hand, at the ThirdSector Awards ceremony
Daniel Juniper stands on stage at the ThirdSector Awards

  • The RSPCA’s rebranding video, “Respect”, was nominated for the “Best Large Charity Film”, a category which is “awarded to a charity and/or agency that has produced the most inspiring awareness raising or fundraising film of the year” [1].


  • Yesterday, it was revealed that the video is under investigation by the Advertising Standards Authority along with other adverts in the RSPCA’s “For Every Kind” campaign [2]. The advert’s idyllic portrayal of life on RSPCA Assured farms is accused of being misleading, following multiple investigations this year exposing cruelty, neglect and suffering on the farms [3]. 


  • This afternoon (20/09/24), one of several campaigners in attendance, Daniel Juniper, 29, reached the stage prior to the winner being announced. He informed the audience of the ASA investigation before his microphone was muted and he was escorted off the stage.


Before entering the venue, Daniel said of the “Respect” advert:


“Our aim today is to raise awareness of the disturbing truth behind this false portrayal of life on RSPCA Assured farms. The RSPCA has a responsibility to the public, who are unaware of the appalling conditions endorsed by their Assured scheme, as well as a responsibility to all of the animals being let down on these farms.”

He continued:

“While we know ThirdSector nominated the advert in good faith, it’s disturbing to see this misleading portrayal of RSPCA Assured factory farms continue to be promoted to the public. The RSPCA should provide farmed animals the same care and protection they offer to all other species. It’s time they drop this hypocritical scheme and start endorsing a plant-based future.”

Many RSPCA Assured farms are intensive factory farms, running contrary to the image portrayed by RSPCA marketing. Animal Rising investigated over 40 randomly selected RSPCA Assured farms earlier this year. [4]


Spokespeople for Animal Rising are available for further comment. Call our press office  +44 1225 296691 or email press@animalrising.org 


Animal Rising is a social movement campaigning for a safe ecological future. The group primarily calls for the transition to a secure and sustainable plant-based food system, alongside a mass rewilding programme.


ENDS


Word count: 374


High-Quality Pictures and Videos: Animal Rising RSPCA Scandal

All images and videos in this file, on our social media, and website can be used with credit to Animal Rising under ‘fair use’ for the purposes of reporting.

For more information or further comments, please contact:

Nathan (Press Back Office)  +44 1225 29 6691


Notes to Editor

[3] Animal Rising report on over 40 RSPCA Assured Farms: https://www.animalrising.org/_files/ugd/ead451_3e9d75f915814cae8cf9ebb298ee9ba1.pdf


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