"Pride Not Cruelty" Campaign: Uniting Art and Advocacy to End Lion Suffering

FOR IMMEDIATE RELEASE

Cape Town, 2 August 2023 – Lions held captive in commercial breeding facilities in South Africa endure a lifetime of suffering, but a new campaign aims to create a positive change. "Free Your Creativity", launched on 1 August 2023, is an initiative by South African advocacy marketing agency, Treeshake in partnership with renowned animal welfare organization World Animal Protection and South African advocacy group Blood Lions. The campaign seeks to engage South Africans to think creatively to end the cruel treatment of captive lions.

The Problem: Lions Trapped in a Cycle of Exploitation

Thousands of lions across the country suffer unimaginable cruelty, while they are exploited for financial gain, entertainment, trophy hunting, and traditional medicine. Commercial captive breeding facilities subject these magnificent creatures to substandard living conditions, inadequate diets, lack of enrichment, and insufficient veterinary care. The lions' physical and psychological well-being is deeply compromised that can lead to self-mutilation, abnormal behaviour, and a tragic loss of their natural essence.

The "Pride Not Cruelty" Campaign: Art for Transformation

With a mission to change the lives of over 8,000 captive lions in South Africa, the "Free Your Creativity" aspects of the campaign empowers creative South Africans to express solidarity and compassion for these iconic apex predators through art. Drawing, sculpting, dancing, poetry, photography or any other form of artistic expression, to become a powerful tool for advocacy. Your level of competency is not important – your passion and support is.

Campaign Launch and World Lion Day: Uniting for Change

The #PrideNotCruelty campaign's launched on 1 August 2023, marked by a livestream event where World Animal Protection and Blood Lions shed light on the challenges faced by captive lions in South Africa. On August 10, 2023, World Lion Day, the campaign's momentum will peak, calling for collective action in support of Minister Creecy’s intent for an ultimately mandatory phased-out release of captive lions.

Taking a Stand: How You Can Make a Difference

"Free Your Creativity" invites everyone to participate in creating a wide range of artwork and creative expressions shared with the hashtag #PrideNotCruelty. Each creative expression becomes a call for change, a stride towards a South African future without lions in captivity. Your art will be part of a submission to Minister Creecy, as a symbol of solidarity towards her goal of phasing out this exploitative industry.

Quotes from Campaign Leaders

“We are inviting the people of South Africa to Free Your Creativity in support of lions. They are magnificent creatures, but over 8,000 lions are spending their entire lives in captivity, where they are suffering and can never fully express their natural behaviour. Together we can create a movement calling to end the commercial captive lion breeding industry in South Africa. Join us.”

- Eugenia Morales, Campaign Lead at World Animal Protection

“South Africa’s wildlife heritage is a source of pride, but that is threatened by the shameful legalisation of commercial captive lion breeding facilities.”

- Dave Duarte, Treeshake

“Since May 2021, Blood Lions has been in full support of Minister Creecy, when she announced that “South Africa does not captive-breed lions, keep lions in captivity, or use captive lions or their derivatives commercially”. We now encourage the public to get involved in this #PrideNotCruelty campaign to inspire the Minister to take the next step in this journey - from voluntary exit to mandatory phase out of the commercial captive lion industry.”

- Dr Louise de Waal, Director and Campaign Manager at Blood Lions

“I’m calling on creatives to add their voice by posting lion inspired videos and photos using the hashtag #PrideNotCruelty and challenging their followers to do the same.”

- Farirai Sanyika, Founder & Director of Gophari

Join the Movement for Change: Together We Can Make A Difference

Join the "Free Your Creativity For Captive Lions" campaign and contribute to a world where lions are treated with respect and compassion, free from a life of suffering for profit. Share your creativity, show your support, and be part of a transformative movement for captive lions.

About World Animal Protection

World Animal Protection is a leading global animal welfare organization committed to creating a world where animals are free from suffering. With offices in Africa, Asia, and around the world, World Animal Protection works tirelessly to protect animals in the wild where they belong.

About Treeshake

Treeshake is a South African advocacy marketing agency dedicated to driving positive change for people, animals, and the planet. They harness the power of creativity and advocacy to amplify meaningful campaigns and advocate for a better world.

About Blood Lions

Blood Lions is a global awareness campaign anchored not only by the Blood Lions® film, but also through strong and active digital media platforms, scientific research, lobbying and policy reform. This South African advocacy group is committed to end the exploitation of lions and other big cats in the commercial captive lion breeding industry.

About GoPhari

Farirai Sanyika — or Fari as she’s fondly known by friends — is the voice behind GoPhari, a blog and travel company for solo travellers. Fari is the lead advocate on the #PrideNotCruelty campaign, lending her influence to drive meaningful change for lions.