The Royal Society for the Prevention of Cruelty (RSPCA) launched its ‘For Every Kind’ campaign today (Thursday, April 11) that urges people to “radically rethink” their relationship with all animals.
Results from a survey conducted by the RSPCA revealed that people are less concerned about how animals are treated on farms.
This campaign marks the RSPCA’s 200th anniversary.
The charity added that over one billion meat chickens suffer every year, as they are bred to grow so fast that they can struggle to stand, develop lesions on their legs, heart defects and even suffer from sudden death.
Chief executive of the RSPCA, Chris Sherwood, said that all animals deserve “kindness and respect” and the first step to changing the way people treat animals, is changing how people see and feel about them.
“Many animals can feel joy, anger, fear, and more, and whether they are pets, wildlife, on farms or in labs, they deserve to have a fulfilled life of their own,” Sherwood said.
The ‘For Every Kind’ campaign is launching a new advert which sees singing cartoon animals performing Aretha Franklin’s hit song, ‘Respect’.
RSPCA president, Chris Packham and RSPCA ambassadors and TV judge Shirley Ballas, actor Brian Blessed, JLS singer, JB Gill, and TV personality Pete Wicks, are all lending their voices to the cartoon creatures.
RSPCA vice president, Brian Blessed said that animals can feel sadness and pain, but also, great joy, and not that long ago he learned that rats can even giggle.
He added that knowing things like this helps people see animals in a “whole new light” and that he hopes that by watching the new RSPCA advert that people will have a change of mind.
“Animals are facing some of the biggest threats in history, from climate change to highly intensive farming. Unless we act urgently, we risk animals’ lives getting worse, not better.”
Sherwood stated that the charity cannot do this work alone and that they need as many people as possible to join them to build a better world for animals.
The aim of a new “bolder and brighter” brand is hoped to inspire people to get involved with creating a “kinder” world, so that the RSPCA can help animals who face challenges, Sherwood said.
