The TIR campaign launched in 2016 "As long as certain animals are treated like trash, we are needed!" is one of the most award-winning Swiss poster campaigns ever, and, in the spring of 2017, was awarded gold by the Art Directors Club and voted "Poster of the Year" by APG/SGA (see TIR news release from March 13, 2017). The campaign alternatively depicts a dog, a cat, and a rabbit in the form of laced up garbage bags to illustrate the fact that in Switzerland, too, companion animals are often treated and discarded like disposable objects. The images stirred up attention, prompted valuable debates around animal welfare, and also attracted a great deal of attention from the media.

Due to the fact that in Switzerland, despite high animal-welfare standards, countless animals are kept under unlawful conditions and numerous animal welfare-related offenses are still not adequately investigated and punished, three more motifs have been added to the TIR campaign. The focus this time lies on animals that often suffer quietly and hidden from view. This is the case for many farm animals and wildlife such as sheep and fish, which lack the mimic or vocal means to express their pain and suffering.

In late Summer of 2017, years of undetected or rather overlooked animal abuse came to light in the so-called "Hefenhofen" case (for more information on the Hefenhofen case, see news release from August 29, 2017), which showed that horses in Switzerland are also subject to immense animal cruelty.

The new campaign images were again designed by the renowned creative agency Ruf Lanz with which TIR has been cooperating successfully for many years. Of course, the new motifs used for the latest campaign are also computer-generated and no animals were used for its production. The campaign will be presented on posters, postcards, in advertisements, and in various online applications. The motifs are now also available for download.

We would like to sincerely thank the Ruf Lanz team for their tremendous support and the extremely pleasant nature which has characterized the way we have worked together. We hope that the new campaign will again contribute to raise public awareness for animals and their concerns.