Canadian Coalition for Farm Animals

Canadian Coalition for Farm Animals

May 11, 2005 21:03 ET

New ad campaign asks Canadians to Be Human, Be Humane

First Canadian-produced television spot to focus on farm animal welfare Attention: Agriculture Editor, Assignment Editor, Environment Editor, News Editor, World News Editor WINNIPEG, MANITOBA--(CCNMatthews - May 11, 2005) - A new public service announcement launched this week asks Canadians to think about the way food animals are raised. Produced by the Canadian Coalition for Farm Animals (CCFA), the PSA entitled Be Human, Be Humane is the first Canadian-produced television spot to focus on farm animal welfare.

"We want to encourage people to think about the way animals are raised in this country," said Pat Tohill, a spokesperson for CCFA. "We want to educate them so they can choose more humane options such as 'SPCA Certified', 'Winnipeg Humane Society Certified', 'free-range', 'free run' and 'certified organic.'"

The spot juxtaposes images of people engaging with farm animals in a positive way with images of sow stalls and battery cages found in modern-day factory farms. The goal is to make Canadians think about the way farm animals are raised and let people know they have options when it comes to the food they put on their table.

"If people think of farm animals at all, they probably picture Old McDonald and his farm. In fact, the lives experienced by the approximately 650 million animals raised for food in Canada every year is nothing like that image. We believe Canadians care about the way animals are treated and envision a day when the majority of eggs sold in Canada's grocery stores-and even the eggs in their Egg McMuffins-come from free-range hens," said Tohill.

The PSA invites people to visit the coalition's website www.humanefood.ca where they can learn how some farming practices considered standard today are causing animal suffering , learn more about humane options and participate in the coalition's campaign to "help Canada's food industry find a better way".

A budding actress, a mother of two and a farmer who raises humane-certified pork are just some of the "stars" who feature in the spot. Instead of using actors, the coalition turned to volunteers and supporters of the Winnipeg Humane Society, one of 23 charity and not-for-profit organizations that make up the coalition.

The commercial was filmed on a "Winnipeg Humane Society Certified" farm just outside Winnipeg where farmer, Ian Smith (who also appears in the commercial), rears chickens and pigs in a more animal-friendly environment. "Providing animals with a better quality of life makes me feel good about being a farmer," says Smith.

The Canadian Coalition for Farm Animals, representing more than 120,000 Canadians, is dedicated to promoting the welfare of animals raised for food in Canada through public education, legislative change and consumer choice. /For further information: Editor's Note: Broadcast quality copies of the PSA are available upon request. To view online visit www.humanefood.ca/psa.html

Patrick Tohill, Campaigns and Communications Manager, World Society for the Protection of Animals, a member of the Canadian Coalition for Farm Animals
416 369 0044 work # 416 898 9448 cell # tohill@wspa.ca

John Youngman, Winnipeg Humane Society, a member of the Canadian Coalition for Farm Animals
204 294 2940 cell# jcy@mts.net

Ian Smith, pig farmer, runs a Winnipeg Humane Society Certified farm in Argyle, Manitoba
204-467-8590
/ IN: AGRICULTURE, ENVIRONMENT, INTERNATIONAL

Contact Information

  • Pat Tohill, Campaigns and Communications Manager, World Society for the Protection of Animals - Canada for the Canadian Coalition for Farm Animals
    Primary Phone: 416-898-9448
    Secondary Phone: 416-369-0044
    Toll-Free: 800-363-9772
    E-mail: tohill@wspa.ca