(Fwd) (Fwd) Finally an honest ad campagin by an SPC

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------- Forwarded message follows -------

Date sent: Tue, 18 May 2004 07:56:55 +0530

Purnima <animals

Re: (Fwd) Finally an honest ad campagin by an SPCA, and

now

debasischak

 

The Ad could be modified by showing pets which say, " I know I'm not

child, but I you are the only parents I have. " ----- Original Message

----- " Debasis Chakrabarti " <debasischak To:

<animals Monday, May 17, 2004 12:36 PM Subject:

(Fwd) Finally an honest ad campagin by an SPCA, and now

 

 

>

> ------- Forwarded message follows -------

> Date sent: Fri, 14 May 2004 10:13:54 -0700

> Lynn <averyl

> Finally an honest ad campagin by an SPCA, and

> now the CBC won't run it!] <Undisclosed-Recipient:;>

>

> [ Double-click this line for list subscription options ]

>

>

>

>

> From The Halifax Chronicle Herald May 14, 2004

>

> CBC pulls SPCA ads over 'shock value'

>

> By MICHAEL LIGHTSTONE / Staff Reporter

>

> A new advertising campaign for the Nova Scotia SPCA that equates

> children with family pets doesn't sit well with CBC brass in

> Toronto, the Halifax firm that created the public service

> announcements learned this week.

>

> To the ad agency, Porkpie Hat Advertising, the TV spots, billboard

> ads and bus shelter posters are " thought-provoking " and

> " attention-grabbing. "

>

> But CBC management says the " shock value " in them violates the

> public broadcaster's policy on advertising standards.

>

> It recently e-mailed Porkpie Hat a note saying management rejected

> the SPCA commercials, though other networks have agreed to use

> them.

>

>

> " In equating pets with children, the message expresses a point of

> view that some people would find very disturbing, " the CBC's

> e-mail says. It says ads accepted by the CBC must meet the

> network's

> policy

> on standards of taste, and not " demand audience attention through

> use of shock value. "

>

> The contentious campaign, scheduled to begin this week, puts

> forlorn-looking kids in the place of animals - one small child is

> behind a chain-link fence, another is peering around a door -

> posing

> questions that pets obviously can't.

>

> Porkpie Hat officials say it was developed to promote responsible

> pet adoption - and to help prevent pets obtained on impulse, or

> through other bad decisions, from ending up at local animal

> shelters.

>

> One transit shelter ad features a girl asking, " I cry at night.

> Will

> you have me put down? "

>

> A billboard portrays a little boy saying, " My parents are allergic

> to me. Can I come live with you? "

>

> CBC spokeswoman Ruth Ellen Soles said Thursday the public service

> announcements are unsuitable for children.

>

> She said the network isn't anti-pet or anti-SPCA, but CBC

> officials believe this particular campaign is inappropriate.

>

> " What these ads are doing is equating the behaviour of children

> and the behaviour of pets, and the treatment of children and the

> treatment of pets, " Ms. Soles said by phone from Toronto.

>

> " There's definitely shock value in this. "

>

> The kids used in the ads are between ages five and 12 and are from

> the Halifax area.

>

> Ms. Soles said the CBC never agreed to run the campaign's 30- and

> 60-second spots. A spokesman with the ad agency said a CBC sales

> manager in January offered free air time but made no promises.

>

> " We're not saying, 'We changed our mind and we're not giving you

> air

> time,' " Ms. Soles said. " We're saying, 'We're still giving you

> air time but not for that ad, because this is not something that

> we would put on our airwaves.' "

>

> Judith Gass, the SPCA's provincial president, couldn't be reached.

>

> According to Porkpie Hat, the focus of the ad campaign, created

> for the SPCA free of charge, is this: " If only we treated our pets

> with the same basic consideration we give our children. "

>

> Porkpie Hat spokesman Michael Scher said the SPCA material wasn't

> meant to be controversial or shocking.

>

> " I've turned on Hockey Night in Canada and watched the new (beer

> ad)

> campaign and seen the full-frontal crotch shot of the dancing

> woman in the bikini, " he said. " To me, that's a little more

> shocking. "

>

> Mr. Scher said this is the first time his firm has provided

> advertising for the Nova Scotia SPCA. He said one of CBC's

> competitors, CTV, is quite happy with the message and images that

> were created. The ads are also to be on Global.

>

> " There's a lot of examples of shocking advertising out there - I

> don't think that this is one of them, " Mr. Scher said.

>