Care for the Wild and JWT London take on the government's badger cull

Wildlife charity Care for the Wild has worked with JWT London to create a dramatic campaign exposing the brutality of the government’s badger cull.

Targeting animal lovers who have forgotten or are unaware of the cull, the creative aims to increase public pressure on DEFRA to abandon the current cull and cease any further plans.

Philip Mansbridge, CEO of Care for the Wild, said: “When you ask JWT for help, you literally don’t know what you’re going to get – but it’s always spectacular. They say a picture paints a thousand words, and at Care for the Wild we’ve used a lot of words trying to fight the badger cull. JWT’s advert cuts right to the chase and delivers a message that will make people notice, and that’s what we needed.”

David Masterman, creative director at JWT London, added: “The situation is horrific; we needed to highlight it in an arresting way.”

Earlier in the year JWT launched the CatAid initiative for Care for the Wild, uniting famous felines in a super group in order to raise money for endangered lions and tigers in Africa and Asia.

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