In 2012 we are more enlightened by the plight of animal “actors” than ever before, at least we think we are. It turns out that some people still aren’t getting the message. This weekend is the biggest sporting event of the year, the Super Bowl! If you are anything like me, the commercials are sometimes even more exciting than the football game.
However, despite pleas from many well known animal welfare organizations, some companies, namely CareerBuilder.com, have once again produced advertisements using chimpanzee “actors.” This causes two major problems, the welfare (or lack of) for the individual “actor” and the more global problem of misrepresenting the status of chimps in the wild.
I’ve written about the problems of chimpanzee actors many times, but this is important and bears repeating. These animals are forcibly removed from their mothers as infants. They grow up living under dominance and constant threat of abuse. Chimpanzees need their mothers to teach them social skills so “actors” don’t learn normal chimp behavior. Finally their “career” is over by the time they reach 8-9 years old, not even teenagers, and then they are frequently discarded for the remaining 40-50 years of their lives often not able to be integrated with other chimps because they were not allowed to stay with their mothers long enough to learn how to interact with their own kind. For more information on what happens to chimpanzee “actors” click here.
Globally, seeing chimpanzees dressed up in human clothing and performing on TV and in films gives people the mistaken impression that chimps are not endangered. Two studies have confirmed this misconception in recent years and both were published in peer reviewed scientific journals. People simply don’t think that if an animal is on TV that it could be endangered.
So what can we do about it? Change the channel! I’m not suggesting that you don’t watch the Super Bowl, but I am suggesting that when you see a commercial with Chimpanzees in it, just change the channel for a few minutes, even if you are not one of the Nielsen Families. Share this strategy with your friends and family and encourage them to share it with their friends and families. If we can get the word out to as many people as possible, it WILL show up on the Nielsen Ratings which will send a message loud and clear. To learn how Nielsen Ratings work, click here. In addition, don’t watch the commercials online. YouTube tracks how many views each clip gets, don’t let them think you are watching it. Advertisers spend millions of dollars to create these commercials and millions more to get airtime during this event. Maybe if no one watches, they’ll get the picture!