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As the nation’s largest accredited sanctuary for abused and abandoned exotic cats, Big Cat Rescue is all about the ethical treatment of animals. So, they wanted us to come up with a way to change the public’s perception of tiger cub petting and to educate them on why it is not as innocent and adorable as people may think. They wanted us to tell the real story -- how it is actually the beginning of a lifetime of cruelty and abuse, in which the tiger cubs are continually exploited for a profit. Once they outgrow cub petting, they may be used for repetitive breeding or even sold on the black market for their fur, bones and parts.
When it comes to cub petting and photo ops, there are a lot of lies and deception as people are often made to believe that these cubs were rescued and are being treated well. In reality, many cubs are ripped from their mothers at birth and continually exploited for a profit. So, we wanted to portray how tigers are really feeling in a provocative way. Therefore, we designed the word “help” out of a tiger’s very own stripes and then subtly placed this message within the fur.
This compelling poster has led many people to visit CubTruth.com to learn the whole story and, most importantly, how they can help. This has brought more attention to the issue of tiger cub petting and further educated the public on this deceptive way of exploiting exotic animals for a profit. In addition, we are also running digital banner ads, pre-roll video, and PSA spots to continue to bring out the truth. Ultimately, we want people to support a ban on cub petting and help pass the Big Cat Public Safety Act -- the most important piece of legislation ever introduced to protect exotic wild cats.