Talking about taboos

League Against Cruel Sports

National press donor recruitment

"The Holy Grail for a campaigning organisation is an ad which is equally successful at raising awareness and funds.

TW CAT created just such an ad, by showing what an organisation needs to take on a taboo.

The taboo in this case was the highly secretive practice of training young foxhounds by making them hunt fox-cubs. Cub-hunting is illegal: the League needed to be able to mount a major surveillance operation to expose the hunters and bring them to justice.

The ad was highly topical, timed to coincide with the beginning of the cub-hunting season, and giving broadsheet readers the same convincing argument they would expect from the newspaper's articles. Our media-buying savvy enabled us to ensure that it was thoughtfully placed to gain maximum exposure at a competitive rate.

The result? Heightened awareness of shocking animal abuse and increased funds for the organisation that's fighting it."

George Milne
Joint Managing Director