Our Work

World Animal Protection

Cut the Rope

Pakistan is the last country in the world where bears are forced to dance for entertainment. To make them dance, a coarse rope is threaded through a hole seared through their snout.

The Challenge

To move World Animal Protection supporters to donate, and help put a permanent end to bear dancing.

The Insight

To us this was a story about control and freedom. The rope cruelly threaded through a bear’s nose controls it. Yet bears, like all wild animals, deserve to be free.

The Solution

Our campaign was a rally cry to advocacy and action. We threaded a rope through an image of the nose of a dancing bear, and we asked supporters to “Cut the Rope” if they believed that wild bears belonged in the wild.


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