Target: Aviva Insurance Ireland
Goal: Don’t idealize the cruel sport of greyhound racing in advertisements
Aviva is an insurance company that has been serving its clients in the United Kingdom for over 300 years. Recently, Aviva Insurance Ireland developed a new car insurance commercial that will begin airing in late September 2012. The advertisement features Irish actor Mario Rosenstock and two greyhounds that he is trying to train as racing dogs. Although the dogs in the commercial appear to be happy and healthy, the realities of dog racing are very different. It is an oftentimes very cruel sport that Aviva, through its advertisements, should not be encouraging.
The irony of Aviva’s new ad is that there is currently not a single insurance company that will cover racing greyhounds due to the inherent dangers of the sport. Racing greyhounds often live short, stressful lives. There have been numerous horror stories coming out of Ireland’s racing tracks lately. For example, the bodies of six greyhounds were recently found dumped in an abandoned quarry in Limerick, Ireland. In another tragic story, four dogs were killed inside an Ireland racing track when they sustained treatable but career-ending injuries.
Aviva’s catchphrase is ‘sure — you’re on to a winner with Aviva Insurance’. But there are no winners in dog racing. It’s unfair for Aviva to use such a cruel sport to promote its insurance. By showing greyhound racing in a positive light, Aviva is sending the message to its customers that it supports a sport that causes the death of hundreds of dogs a year, and forces others to live in deplorable conditions. Please help inform Aviva Ireland about the realities of greyhound racing, and ask it not to air its commercial that features an idealized image of the cruel sport.
Dear Aviva Insurance Ireland,
Please reconsider airing your new commercial that’s scheduled to be released in September 2012. Greyhound racing is a cruel sport that causes the death of hundreds of dogs a year, and forces many others to endure living in deplorable conditions. If you need proof of the sport’s cruelty, please consider a few of the recent stories that have occurred in Ireland, such as the six dead greyhounds who were found dumped in an abandoned quarry, or the four dogs who were killed inside an Ireland race track after they sustained treatable but career-ending leg injuries.
You’re using this sport to promote your insurance, despite the fact that there is not a single insurance company that will cover racing greyhounds due to the inherent dangers of dog racing. By showing an idealized version of dog racing in your commercial, you are sending the message to your customers that you support this cruel sport. Your catchphrase is ‘sure — you’re on to a winner with Aviva Insurance’, but there are no winners in dog racing.
[Your Name Here]