The latest TIR campaign draws attention to a serious issue: Animal cruelty in Switzerland, where, contrary to popular belief, countless animals live in dire conditions and animal welfare violations are not adequately investigated or perpetrators are not punished at all. It is imperative that awareness for this injustice be repeatedly heightened among the public and the authorities.

The campaign's message, "No animal takes pleasure in suffering", paired with the depiction of a dog, a cat, a cow, and a parrot in BDSM attire aims to highlight the fact that, unlike humans, animals cannot give their consent to abusive treatment. They are vulnerable and defenseless, which is why it is all the more important that we have animal-friendly laws and that they are enforced consistently. This also calls for humans who are unwilling to look away when witnessing animal cruelty.

For over 20 years, TIR has been working at national and international level to promote strong and sustainable protection for animals. Our main focus is on legal aspects and we are equally committed to the protection of domestic animals, farm animals, wild animals, animals used for sports, and laboratory animals. This latest campaign is an important measure in educating the public about animal cruelty and in sensitizing authorities and policy makers to the plight of animals.