The Swiss Animal Protection STS is the largest animal protection umbrella organization in Switzerland, which ensures basic animal protection work in all cantons of Switzerland in 71 sections with animal shelters, animal care and rescue stations. In the coming months, STS is taking a significant modernization step: the digital transformation of communication and fundraising.
Xeit as lead agency after a selection process
For the successful implementation of this, the STS relies on external support. In a multi-stage selection process, the organization chose the Zurich-based agency Xeit. It will accompany the STS as lead agency for all language regions, jointly develop an online strategy and renew the STS's online presence. With Xeit's support, the STS aims to make the most of the opportunities offered by digital marketing and fundraising via the Internet.
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The Swiss Animal Protection STS is the umbrella organization for animal protection in Switzerland. In addition to many areas of activity, raising awareness about meat consumption is one of its main tasks. For this purpose, the STS has its own landing page For-more-animal-welfare.ch is switched on.
It is not a question of forbidding the population to eat meat, but to consume meat as consciously as possible. In short: if meat is to be eaten, then it should come from animal husbandry that is appropriate to the species. It is therefore important to keep a healthy balance, because without excessive consumption, there is no need to produce excessive amounts of meat. This also benefits animal welfare.
Together with Freundliche Grüsse, a campaign was therefore developed that addresses the issue in a sympathetic way. With witty animal illustrations by Australian artist Penny Min Ferguson and messages that hit the zeitgeist. Nowadays, everyone likes to go through life consciously, flexibly, and balanced - so why not do the same with meat consumption?
The campaign is supported by several partner organizations and can be seen as OOH and DOOH posters in various Swiss cities since mid-February. In addition, the subjects are played out on various social media platforms.
Responsible at STS: Stefan Flückiger. Responsible at Friendly regards: Pascal Deville, Samuel Textor (overall responsibility), Christian Stüdi (text), Norihito Iida (art direction), Laura Leuenberger (graphics), Alessandra Di Giorgi (consulting), Roberto De Bonis (social media), Penny Min Ferguson (illustrations).
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The strictest Swiss animal product labels - such as KAG Freiland - are having a hard time. Actually, they offer what many consumers imagine as desirable animal husbandry and meat production: Pasture grazing, suckler cow husbandry, grass as feed, stress-free transport to the slaughterhouse without industrial "handling." According to Swiss Animal Protection (STS), for example, KAG Freiland is one of the best certificates for animal husbandry anywhere.
How the SonntagsBlick writes in the current issue, many farms that produce according to the high, animal welfare-oriented guidelines are nevertheless struggling with sales problems: Sales of label meat are stagnating in Switzerland, and in some cases are even declining.
High margins, glorifying advertising
According to STS, there are two reasons for this: On the one hand, retailers are raking in high margins on labeled meat. High prices for consumers, little profit for producers. On the other hand, advertising is held responsible. They advertise showcase or even label farms, although in reality not all farms produce according to these standards. Pigs can be seen sleeping on straw - in conventional farming, which the advertising of the meat association Proviande mainly promotes, the law only requires a concrete base.
This image of idyllic Swiss meat production pisses off the STS. "With the advertising, consumers are led to believe that the conventional level is also animal-friendly," criticizes Stefan Flückiger, STS managing director of agricultural policy, in the SonntagsBlick. This is not the case because the legal minimum requirements are often not animal-friendly - neither bedding nor exercise are obligatory. In addition, there is a lack of structures in which the animals can act out their natural behavior.
Organic farmer Stefan Schürmann, who produces according to KAG guidelines, agrees: "You show label animal husbandry in advertising to also promote the sale of mass-produced goods."
Proviande fights mainly against meat imports
5.7 million Swiss francs a year is paid by the federal government to Proviande to promote meat sales. The aim is to position domestic products vis-à-vis imported ones. Compared to the SonntagsBlick Proviande explains that it wants to highlight the much better animal husbandry in this country compared to abroad - and admits: "Admittedly, not everything is perfect in Switzerland either." Voluntary animal welfare programs and the aforementioned labels ensure even better animal husbandry.
Only promote what serves animal welfare
If it is up to Swiss Animal Protection, there should now be a change in the way that all Swiss meat is thrown into the same pot when it comes to promotion. The STS demands that in the future, federal sales promotion should only be given to label products with stricter regulations regarding animal welfare and nature protection. According to Flückiger, the federal government is obliged to promote sustainable food production. The issue is being backed by SP National Councilor Martina Munz, for example - she is calling in a motion for the federal government to only support advertising for meat that has been produced to a higher standard in accordance with the federal government's animal welfare programs.
This year, the animal shelter is brought to the shopping center! Because every day hundreds of thousands of consumers bustle about in Swiss shopping centers, while in animal shelters numerous dogs and cats are waiting for a new home.
A few of the stray animals from the animal shelters Strubeli in Hegnau (ZH), Rosel in Brügg (BE) as well as Tierheim an der Ron in Root (LU) will be presented on large screens in over 180 Interdiscount stores and two Microspot.ch showrooms from September 16 to October 19. The aim is to showcase the topic of pet adoption in a novel way and raise awareness for homeless dogs and cats in Switzerland.
Donate with the purchase of products
In cooperation with Coop and the Swiss Animal Protection STS, Mars Switzerland promotes the adoption of animals. By buying products of the brands Sheba, Pedigree, Whiskas, Catsan, Perfect Fit, Dreamies, Cesar and Frolic you support the STS project "Adopt a Pet"which promotes the placement of animals from Swiss animal shelters. For every purchase, 10 centimes will be donated by Mars Switzerland and Coop.
People can help not only by buying products, but also by donating food. Food donation boxes for dogs and cats will be set up at the animal shelter in selected Coop-Bau+Hobby stores. These will remain in place even after World Animal Day.
International World Animal Day
The international world animal day is intended to draw attention to the suffering of animals caused by humans. It has been held every year since 1925 on the name day of the monk Francis of Assisi, who was considered to be particularly fond of animals.