For more than 30 years globally and for more than a decade in India, Humane World for Animals—formerly called Humane Society International—has worked to tackle the root causes of animal cruelty and suffering. Today, to convey the organization’s scope and bold work to end animal cruelty, it is uniting its international entities under one new name and logo that communicates its global, all-animal focus. “Since our founding, we’ve continued to adapt to maximize our impact for animals around the world,” says Kitty Block, president and CEO of Humane World for Animals. “This important next step in our historical journey ensures our global mission and bold work are clearly understood. As our teams around the world work more closely together, uniting under one global brand now reflects our shared vision and strategy.”Humane World for Animals has projects in more than 50 countries around the world to tackle animal cruelty including the fur trade, the dog and cat meat trades, factory farming, commercial whaling, trophy hunting and the illegal wildlife trade, animal testing and puppy farming. In India, Humane World for Animals campaigns against factory farming and animal testing, works to protect wildlife and street animals and helps animals in cruelty situations and in the aftermath of disasters such as floods and landslides.Alokparna Sengupta, managing director of Humane World for Animals India, says: “This is an incredibly exciting new chapter in the life of our organization. Our new name and logo clearly express our commitment to animals both globally and locally, which our ambitious work here in India will continue to advance. Whether that’s campaigning to end the cruel confinement of farmed animals and promoting plant-based proteins , advocating for increased penalties for animal cruelty with our #NoMore50 campaign, promoting and working towards the replacement of obsolete animal tests with advanced non-animal methods, or rescuing animals in dire need from cruelty situations and devastating disasters, Humane World for Animals India will continue to strive to make the world a kinder place for all creatures.” For the official relaunch, Humane World for Animals unveiled a powerful stop motion animation video that envisions a future without animal cruelty. The video will air on TV in the U.S., U.K. and Australia, and stream on social media platforms. Set to a newly created, never-before-heard rendition of Peter Gabriel’s iconic 1977 hit “Solsbury Hill” recorded by pop superstar Sia, the digital film brings the organization’s mission to life. Viewers in India can watch the stop-motion animation video on YouTube and Sia’s version of the song is available for streaming on Spotify in India with her proceeds supporting Humane World for Animals. As part of the integrated campaign, Humane World for Animals also launched a high-visibility billboard campaign across four cities––Hyderabad, Ahmedabad, Bangalore and Delhi––managed and executed by entertainment marketing agency FlyteVu. Strategic counsel was provided by global creative consultancy Lippincott in developing the new name, logo, and brand positioning. “As someone who grew up feeling like she didn’t have a voice, I’ve always felt a deep connection to animals and have developed a strong passion for advocating on their behalf, since they can’t speak for themselves,” says Sia. “I’m honored to be a part of this project with Humane World for Animals, as they work to make a greater impact for the animals we love.”The emotionally charged, narrative-driven ad, created in partnership with Emmy-winning, Oscar and Grammy-nominated global creative studio Nexus Studios and director Johnny Kelly, uses innovative stop-motion techniques with handmade puppets, cruelty-free materials and animal-friendly sets. Instead of focusing on abuse, the video highlights the bold vision that drives Humane World for Animals’ work—animals freed from suffering, experiencing love, protection and a brighter future. Each of the five animal stories featured in the ad carries profound meaning, showcasing the impact of the organization’s global efforts to end animal cruelty.To launch the rebrand in India, Humane World for Animals will hold celebrations across its offices including a high-tea reception in Hyderabadon February 15th attended by partner organizations, philanthropists and government agencies who will be joined by guest of honour actor and noted animal welfare advocate Smt Amala Akkineni.
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