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Audiovisual - Retirement

Animals affected

Birds, Reptiles, Felines, Primates, Amphibians, Cetaceans, Elephants, Bears, Wolves, Giraffes, Seals, Zebras, Sea lions






A time comes when those animals that haven’t died before reaching adulthood are no longer economically viable or they are just too dangerous. At that point they are dispensed with and their lives become even more miserable, if that is possible. 

In 2011 Tato Peralta from the company Fauna and Acción stated in the article Animals worthy of an Oscar in the El Mundo newspaper, “When they are no longer useful they start warning you little by little… One day you go away on holiday and when you come back nobody can even get inside the cage”. In another article, A chimpanzee may earn up to 15,000 per day of filming, Tato Peralta said, “In simple terms, it is common for a wild animal to stop doing what you want it to do from a certain point in time, even though you have raised it yourself. A tiger knows it is a tiger”.

On reaching sexual maturity and their maximum strength, their instincts and their size make them potentially more dangerous and even aggressive. Keeping animals is an expensive business so it is usually necessary to find them a way out. In most cases they are sold to zoos or other centres of captivity but may be used by the same owners for breeding.  

The “useful” life of many of these wild animals used in the audiovisual sector is actually limited to just a few years. Chimpanzees, for example, have a useful “artistic” life of about 8 years, but the may live up to 60 years.

Animals that have been used to make large companies and multinationals more attractive have ended their days shut up in small cages for years. Only in the best case scenarios have they been rescued by foundations, sanctuaries and private rescue centres. But there are very few of them and they have limited resources and limited capacity.


Our action

At the state level

  • Through our project ADnimalsfree we are raising awareness of the problem areas pertaining to the use of animals in the audiovisual sector.
  • We organise speeches in specialist universities.
  • We donate to national sanctuaries of animals rescued from the audiovisual industry.
  • We carry out legal action in Spain.
  • We offer advice to Spanish companies in the audiovisual sector.

Among the successful initiatives we highlight:

  • Award for the “Best Online Campaign 2014” in the GOLIADS for the campaign “Wild Advertising Awards” made in collaboration with the agency CONTRAPUNTO BBDO.
  • Collaboration with the Fundación Mundo Ciudad, which has stopped accepting pieces starring wild animals in their 8 festivals and since 2013 presents the “Adnimalsfree” awards in the Publifestival gala, the International Social Advertising Festival.
  • The withdrawal of the images of a white tiger in the Nivea commercial “Incredible Experiences in the Shower”.
  • Spanish trending topic with the hashtag #ApagónVayaFauna in 2015.
  • Commitment from Unilever not to use wild animals in any more of its European audiovisual productions, 2016.
  • Gold in the Premios Eficacia 2016 (Efficiency Awards) in the category of “Social Responsibility NGO” for the campaign #ElCastingMásBestia (the most beastly audition) made in collaboration with the agency CONTRAPUNTO BBDO and getting over a million and a half views on social media.


What can you do?

  • Find out what is involved in the use of wild animals in audiovisual productions. Help us to publicise our projects and get the message to more people.
  • If you need to contract an advertising agency or a professional from the sector, do so with one which has made the FAADA pledge to work responsibly. 
  • If you are a professional of the sector, ask us for advice about the existing digital alternatives and make the pledge.

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