Jane Goodall Institute of Canada

February 02, 2012 11:58 ET

Chimpanzees Belong in Wild, Not Super Bowl Ads: Jane Goodall Institute Asks Canadians to Voice Their Concerns About Using Chimpanzees in Entertainment

TORONTO, ONTARIO--(Marketwire - Feb. 2, 2012) - The Patriots and the Giants may be the ones vying for the NFL championship this Sunday, but the chimpanzees in the CareerBuilder.com ads will be the real losers at this year's Super Bowl. Endangered chimpanzees belong in the wild, not in advertising or in entertainment.

The Jane Goodall Institute of Canada (JGI Canada) is asking Canadians to go to JaneGoodall.ca and sign a letter from world-renowned primatologist and environmentalist Dr. Jane Goodall asking the leadership of CareerBuilder.com to stop using live chimpanzees in its ads.

The letter points out that using chimpanzees in entertainment is inherently inhumane. They are typically separated from their mothers as infants, a practice that is cruel for animals that would naturally stay with their mothers for at least eight years.

Ads tend to feature young chimpanzees because after six to eight years of age they become unmanageable. After this time they are "retired", many to roadside zoos or to be euthanized. Seeing young chimps in ads can also fuel people's desire to own them as pets, which is both dangerous and unnatural, and the chimpanzee smiles often seen on television and greeting cards are actually grins of fear.

JGI also highlights the negative impact that using chimps in entertainment is having on their survival in the wild. Research has shown that when people see chimpanzees on TV or in the movies, they are less likely to believe they are endangered and to be supportive of efforts to protect them. In fact, chimpanzees are now critically endangered, with experts warning that our closest animal relatives could face extinction within 10 to 15 years.

JGI Canada is urging all advertisers to join the growing number of businesses that refuse to sanction the use chimpanzees in entertainment. For more information and to sign the letter to CareerBuilder.com visit JaneGoodall.ca.

JGI Canada is part of a dynamic global non-profit organization that empowers people to make a difference for all living things. JGI supports wildlife research, education and conservation, with the primary goal of ensuring the survival of great ape populations through community-centred conservation activities in Africa. JGI also nurtures new generations of active citizens around the world through its Roots & Shoots program.

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