Ruf Lanz: Swiss animal welfare law is not as good as Swiss chocolate

Concise ideas are also needed in animal protection to raise public awareness. The Foundation for Animals in Law (TIR) is once again relying on the Zurich agency Ruf Lanz.

Switzerland is world-famous: both for its chocolate and for its supposedly exemplary animal welfare laws. Unfortunately, however, the image of strict animal welfare regulations fades when you take a closer look at the individual provisions and how they are implemented in practice. For example, Swiss animal welfare legislation still allows socially living animals to be kept individually, the needs of animals to be disregarded, animal welfare violations to be tolerated and animal cruelty to be punished far too severely.

"Unfortunately, Swiss animal welfare law is not as good as Swiss chocolate" is therefore the message of Ruf Lanz's striking new campaign. Chocolate animals in a miserable state illustrate the painful reality behind the beautiful packaging.

An emaciated horse, a rabbit alone in a cramped cage, a chained dog and a torn chicken on a slatted frame are representative of the abuses that are still permitted by Swiss animal welfare legislation or tacitly tolerated due to the serious lack of enforcement. In short: Switzerland does not show its best side towards animals.

With the new subjects, Ruf Lanz has already designed the ninth campaign for the Tier im Recht foundation. According to TIR Managing Director Gieri Bolliger, the previous appearances have "attracted a great deal of attention and triggered debates about animal welfare far beyond the usual animal protection circles". Various awards - including the poster campaign of the year twice - have also attracted media attention.

The new campaign can be seen on F12, F200 and F24 posters, in advertisements in high-reach newspapers and magazines, in online media and social media channels as well as on the TIR website.

Responsible at Tier im Recht (TIR): Gieri Bolliger (Managing Director), Christine Künzli (Deputy Managing Director), Joëlle New (Communications). Responsible at Ruf Lanz: Markus Ruf, Danielle Knecht-Lanz (Creative Direction), Mario Moosbrugger (Art Direction & Concept), Isabelle Hauser (Art Direction & Execution), Markus Ruf (Text), Armin Arnold (DTP), Gian Marco Juon (Consulting Management), Marc Engeli (Consulting Assistance). External partners: Pixelprinz, Linus Schneider (CGI), RTK Medientechnik (lithography).

More articles on the topic