Animal rights group hires retail agency Rhubarb to replace ad banned for ‘unjustified graphic violence’

An animal rights group that had an ad banned last month for ‘unjustified graphic violence’ has hired a specialist retail agency to come up with a replacement campaign.

Against Animal Cruelty Tasmania and Choose Cruelty Free have appointed retail agency Rhubarb, which launched in April last year by former BMF creative Helen Cowley.

Rhubarb was chosen based on a recommendation from advertising copywriter and animal rights activist Sarah Greenaway, who was heavily involved in the debate around the Ad Standards Bureau’s decision to ban the ad on Mumbrella.

Against Animal Cruelty Tasmania billboard

The agency will work for the client pro bono, and the media costs for the new billboard ads will be covered by handmade make-up brand Lush Cosmetics.

According to AACT’s coordinator Chris Simcox, the brief for Rhubarb is to come up with ‘a strong visual and just enough words to convey the message succinctly.’

Simcox told Mumbrella: “The ad is intended to be fairly hard-hitting to catch people’s attention and give them a dose of reality, while offering a chance for consumers to learn more by checking the websites shown. We hope that consumers will use their buying power to make positive changes happen to bring an end to research on non-human animals.”

“We are fortunate that Rhubarb Advertising are offering their services to us pro-bono. They are clearly very passionate about this issue, just as we are, and are kindly donating their time to ensure this important message gets out to the people, the message that non-human animal testing is horrifically cruel and totally unnecessary.”

The new ad is still at the concept stage.


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