April 14, 2021
10 minutes of reading
Comments expressed by Businessmen the contributors are their own.
By now, you may have seen rudeness Save Ralph Short term if not a good time to track it. In the genre of simulation, it tells in almost 4 minutes the story of a rabbit named Ralph, who works in a laboratory testing cosmetics on animals. This movie has caused a stir of public opinion and attracted millions of views. But why there ‘ Save Ralph Has’ spread compared to others?
It has been more than 100 years since animal testing became popular and while the topic is not new and many organizations fight each year for the practice to be banned globally, no campaign has been completed. Bridge-like campaign is currently led by International Humanitarian Association , (HSI).
Help #SaveRalph & countless animals are still used worldwide for cosmetic testing! Alarmingly, animal testing is still legal in 80% of the countries.
– International Humanitarian Association (@HSIGlobal) April 6, 2021
Even other initiatives carried out by the same HSI do not have the same impact in the social realm. For example, #BeCrueltyFree , launched in 2012 targeting Australia, Guatemala, India and Canada. That although they made a change in the law, it did not resonate with consumers.
One of the most important is Cruelty Free International who since 1989 has been fighting animal cruelty, while at the same time spearheading a global initiative together with Body shops brand from 2017 under the motto Forever against animal testing , (Always against animal testing, in Spanish).
In Spain, a case of cruelty to animals was exposed in the Vivotecnia lab in Madrid. In a two-year secret job by Cruelty Free International They managed to collect The image is very powerful Show how to treat rabbits, mice, monkeys, dogs and pigs. The local government is currently under pressure to bring the case up court .
You can help us close #Vivotecnia . We are asking the local authorities to withdraw Vivotecnia’s license to perform animal experiments and the facility is currently closed. Sign the petition & RT today for animal justice https://t.co/SVinIfujbB pic.twitter.com/NXJjflDPID
– Cruelty Free International (@CrueltyFreeIntl) April 9, 2021
And of course, MAP who has a program to rank non-animal products that started in 1987 under the name Beauty Without Bunnies . For more than 30 years, thousands of brands have made it to this list.
In the fantasy film, Ralph is interviewed about his “work” and explains that because of his job, he cannot see with one eye or hear with one ear because of the chemicals used. on the body, in addition to burns. backbone. it hurts all the time. Then a human hand took him out of his “house” to take him to other rabbits, who begged him if they could take them out of captivity. Seconds later a syringe was inserted into his “good” eye. In the next shot, Ralph appears, blind, with a necklace and the wound in his spine becoming apparent, leaving him unable even to see the camera.
In their crude narrative, they also explain that their entire family worked and died to do the same “work”, in addition to highlighting the cruelty we end up with animals “because of humans. more important. “
To close the cut, the phrase appears that says: “No animal should die and suffer for its beauty . “
The short film brought together a number of Hollywood celebrities, directed by Spencer Susser ( The greatest performer ), in stop motion format and with the voice of Taika Waititi ( Jojo Rabbit, Thor Ragnarok , Mandalorian ), Zac Efron, Olivia Munn, Ricky Gervais, Rodrigo Santoro, Tricia Helfer and Pom Klementieff.
Although the original version is in English, it is already available in Spanish with voiceover by George Lopez, Wilmer Valderrama and Rosario Dawson. It will also be released in French, Portuguese, and Vietnamese. However, before this happened, it did subtitle equal The universe channel, better known with Open! This has made it easier for the video to go viral in Spanish. This has more 42 million views and nearly 40,000 comments on Instagram. On the other hand, the official video published by Humane Society, has almost reached 700 thousand views just above YouTube .
Why does one social campaign outperform another? On the Internet, there are hundreds of testimonials about the matter, but no matter how clear and cruel the images are, they don’t have the same results. As I mentioned before, other associations have been fighting for years to eradicate animal testing, and although they have made significant gains, the difference lies in social perceptions. Save Ralph created. No one else has managed to make consumers really question what product they are buying and what happened to these products reaching the market and, therefore, into their hands.
In this regard, we spoke with Iván Morales, editorial director of Who premieres and an expert in the field of cinematography, to give us insight from the audiovisual analysis of Save Ralph’s success.
” Certainly the impact of this campaign is due to two main things: the talent behind it and the decision to take it in animation. On the one hand, Taika Waititi has become (certainly since directing Thor Ragnarok and What do we do in the dark ) one of the most engaging personalities. There was also Ricky Gervais, who “commanded” an even larger fanbase. Two of them (out of the entire Hollywood community heeding their brief thank you) were responsible for bringing it a ‘word of mouth’ spread that’s hard to achieve with a campaign. Traditional marketing, “says Iván.
Image: Humane Society International
Second, but not least, Morales emphasized the format. “The fact that we’ve created a short stop motion animation and with its dry and ironic humor leaves the audience probably ‘tired’ of seeing so many products that we treat the planet badly. and how animals are around us. In a way, I think everyone knows that, but no one wants to face it or they see it, perhaps, as a cause of loss. .
“By doing things like this, in animations and ‘lighting’, messages can penetrate and go even further,” movie expert explains.
“Usually these types of campaigns (like campaigns MAP launched in recent years with Joaquin Phoenix ) is aggressive and tries to strike with shocking and crude visuals. This is another approach and perhaps that’s why it’s also been so popular in terms of popularity, ”concluded Iván.
What the creator said
In a word press release International Humanitarian Association , he explains, that the goal is “to unravel animal suffering and involve consumers and policymakers in HSI’s mission to ban animal testing of cosmetics.”
Association President Jeffrey Flocken said: “ #SaveRalph is a warning that animals are still harmed by cosmetics and it’s time to stop. Today, we have a lot of reliable, animal-free methods to guarantee product safety, so there is no reason for animals like Ralph to crash during testing. . “
For my part, Director Spencer Susser , commented: “Animals for cosmetic testing in laboratories have no other option and it is our responsibility to do something about it. When the opportunity arises to create a new campaign for Humane Society International, I feel that stopping motion is the perfect way to get the message across . When you see the horrible reality of how animals are treated, you can’t help but look away. What I hope to do with this movie is to create something that conveys without being overly heavy. I hope that the public loves Ralph and wants to fight for him as well as other animals like him, so that we can ban the tests once and for all. ”
Image: Humane Society International, Youtube
What’s going on in Mexico and the world with animal testing?
The campaign focuses on 16 countries included Brazil, Canada, Chile, Mexico, South Africa and 10 Southeast Asian countries . This practice has been banned in 40 countries, but it is still legal in most countries around the world. In addition, the HSI seeks to protect existing bans as in Europe, where vulnerabilities are exploited and new tests for animal cosmetic ingredients are being requested.
In Mexico, HSI has been operating since 2017 to stop testing in Aztec territory. This will be the first country in North America and the 41st in the world to ban them.
In March 2020, the Republican Senate passed a bill banning the use of animals in the production, research and development of cosmetics in Mexico. However, this proposal must be approved by the House of Representatives by the end of this April. Failure to do so, the initiative could be delayed without an expected end date.
To help combat cosmetic and ingredient testing on animals, you can sign the petition . In addition, look for information on these products free cruelty . Remember that as consumers we have the choice of whether to buy or not.