No Fur China Campaign 2010 - 2015
Detailed reports of action to date available to potential sponsors on request. Contact: Pei-Feng Su. Email: pei@actasia.org
Contents Page A Brief Introduction to ACTAsia for Animals ……………………………………………… 3 Background to the Fur Industry in China……………………………………………………. 4 Photos showing an example of an animal collection (cats) and the end product……………
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An Overview of ACTAsia’s ‘No Fur China’ campaign…………………………………........ 6 ACTAsia’s action in China to date (March 2014) 1. 2010: Launch of ACTAsia’s No Fur Campaign ………………………………………. 7 2. 2011: Continuation and expansion of Campaign……………………………………… 9 3. 2012: Continuation of Campaign on a wider scale……………………………………. 11 4. 25 Nov 2012 Launch of International Fur Free Retailer Scheme………….………….. 14 5. 2013-14: Main activities and action ………………………………… ……………….. 15 6. 2014-15: Fur Free Life: Strategic Approach……………………………………………17
The report gives a brief overview of ACTAsia’s No Fur China campaign to date. If you are interested in learning more about these activities, reports are available for review. Thank you for your interest in the work of ACTAsia for Animals.
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A Brief Introduction to ACTAsia for Animals. ACTAsia was founded in 2006 by Pei-Feng Su and Deepashree Balaram, with the sole purpose of helping China evolve into a caring society, respecting all forms of life. ACTAsia is a registered charity with personnel based in Asia and Europe, who have been trained by leading international animal welfare organisations. ACTAsia is mainly staffed by the Chief Executive Officer, the Chinese Director and a small core of experienced volunteers, supported by a rapidly growing band of dynamic volunteers in China and a volunteer International Board of Advisory Directors. Although only 6 years old, what ACTAsia lacks in age, is more than compensated for by the extensive knowledge and experience that exists within the organisation. To date, operating on a ‘shoe-string’ budget, ACTAsia has delivered 5 years of capacity building workshops for Chinese fledgling animal protection and environmental groups; 4 years of practical training workshops for veterinarians in co-operation with Vets Beyond Borders; 3 years of campaigning against the farming and trading of fur and currently pioneering humane education programmes in schools, universities and vocational colleges. ACTAsia’s No Fur China campaign aims to use an educational approach based on factual data, instead of a purely sensational approach, recognising that human behaviour and attitudes can only change through the process of education. Therefore ACTAsia works to create awareness through training, the media and social networking sites, so that individuals can make informed choices. ACTAsia’s ‘No Fur China’ campaign started in 2010, to coincide with the Chinese Year of the Rabbit February 2011. Animal abuse inflicted by individuals and through commercial entities is widespread in China. There is a belief that violence to an animal or person, can help an individual relieve tension and frustration, so extreme abuse to animals is largely ‘accepted’. Commercial industries such as fur; livestock farms; bear bile farms; dog/cat eating farms are unlegislated, so there is little, if any protection for these animals. Extensive data detailing the abuse and extreme suffering of millions of animals in China every year is available through ACTAsia. This evidence obtained through both covert and open investigations and research, was conducted by international and national personnel. To date, amongst the human population in China of 1.3 billion, the general response to exposure of animal cruelty is still one of indifference. However through rapid social changes in recent years such as economic growth, increased international collaboration and the worldwide web, attitudes towards animals are starting to change, especially amongst younger generations. Since 2006, ACTAsia has been working with fledgling animal welfare pioneers, providing guidance and support through capacity building workshops; building relationships with central government and local governments; the veterinary profession, and the media. In 2011, ACTAsia compiled and published a detailed report, Changing China: Country status report within the political and social context, mainly to assist the international animal welfare industry gain insight into China’s history and culture, the rapid changes for society and the challenges facing the future of modern China. Currently, one significant factor for the animal welfare industry is the lack of a legal framework in which to work towards improving the status of animals. 3
Background to the Fur Industry in China. China is the largest fur trading and processing country in the world, with over 70% of all furs sourced globally, processed in China. One seventh of this global trade takes place in Yuyao city in Zheiiang Province, SE China. This city is also the largest mink fur trade centre in the world. In 2010 China was one of the biggest consumers of fur in the world. The demand for fur from both males and females within China, is growing as a result of the rise in economic standards, with aggressive online-marketing by fur retailers, targeting all age ranges. It is estimated that the demand for fur will increase during the next few years, as owning a fur coat is becoming as desirable as owning a car. Fur farms in China have been established mainly in the past 10-15 years e.g. fox, mink, racoon, dog, rabbit with millions of animals used each year. In China, dogs and cats are openly used as a meat product, with fur as a by-product. Some of the animals are bred specifically for this purpose, others are unwanted ‘companion’ animals. The dog and cat meat industry, sells the pelts to make fur coats (approx 12 dogs and 24 cats for each coat); other uses include trimmings for fashion items such as bags, clothes, blankets and accessories. Official government reports on the fur industry do not include ‘companion animals’, but numbers were estimated some 10 years ago, to be in excess of 2 million annually, so it is reasonable to assume that this figure is currently considerably higher and growing. To generalise, the Chinese population do not understand the fur issue and the degree of suffering involved and are unaware that dog and cat furs are used in such a wide range of products. In western countries, the anti-fur movement had its greatest impact through public awareness campaigns, so ACTAsia is using this approach as a guide for the No Fur China campaign, recognising that consumer awareness is an essential step towards reducing the use of fur and ultimately ending the fur industry. The annual Chinese New Year celebrations are the time of year when fur coats and accessories are purchased to mark this special time in the Chinese calendar. This is a boom time for fur retailers who aim to maximise sales through ever increasing aggressive marketing tactics, especially targeting young people who see fur as a fashion statement. Animals die each year to supply this trade, often killed by brutal means, even skinned whilst still alive, but many of the consumers will be unaware of the cruelty involved in making their fur garments and accessories. It should be noted that currently an understanding of animal welfare is in its infancy in China; there are few animal welfare organisations; a lack of animal protection legislation and general indifference towards the widescale animal abuse and suffering. http://www.actasia.org/changingchina.html China has a population of 1.3 billion, equal to approximately 20% of the earth’s population. It is the most populous country on earth and divided into 34 regions (provinces, autonomous areas, municipalities etc.) When compared with Europe, which has a population of 734 million in 50 countries, one can begin to understand the enormous challenges facing active animal welfare organisations in China. Despite the size of the country, ACTAsia with limited resources is able to reach out to people nationwide. Through networking with individuals and groups via internet resources, ACTAsia is able to initiate activities on a widescale. Each year the support from various professional sectors, e.g. media, culture, public relations, and education, continues to gather momentum.
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Showing the collection of live animals (cats) for the fur trade and the end product.
An Overview of: ACTAsia’s No Fur China campaign. Rationale: 5
In 2004 Pei-Feng Su was asked by the Swiss Animal Protection Society to spearhead an investigation into the Fur Trade Industry in China. This investigation was done in collaboration with Chinese colleagues and funded by the UK based organisation Care for the Wild International. The findings detailed in the report rocked the animal welfare world and provoked statements from the China Fur Industry, initially of denial…. The International Fur Trade Federation were unable to ignore the report, as there was considerable publicity in the media and internet, so reluctantly acknowledged the situation. Main Aim of No Fur China campaign: To significantly reduce animal cruelty and suffering for animals used in the fur trade Objectives: 1. To create awareness in China of the cruelty and suffering of animals used in the fur trade. 2. To influence and encourage consumers in China to say NO to fur products. 3. To promote the International Fur Free Retailers Scheme in China. 4. To influence and encourage Chinese brand retailers, fashion designers and the fashion marketing industry to promote No Fur products. 5. To build a network of animal protectionists to build over time, on the initial work of the campaign. Methodology: 1. To maximise the use of social networks and on-line promotions. 2. To obtain No Fur China pledges from 50,000 (minimum) individuals. 3. To obtain anti-fur statements from 50 (minimum) celebrities and identify 2 key celebrities to play a major role in the campaign. 4. To enable ACTAsia’s network of animal protection groups and student networks in China to implement the No Fur campaign in their own cities. Key Activities: 2010: Launch of the No Fur China campaign through one of China’s largest online social networks. See: http://www.actasia.org/no-fur-for-chinese-new-year.html 2011. 1. Created campaign pack and mobilised animal welfare groups to conduct activities in their respective cities, to coincide with the Chinese Year of the Rabbit. 1. Launch of the No Fur China campaign. 2. 2 Press conferences. 3. Celebrities supported the campaign with online and offline events – celebrities who wore fur were targeted through online protests from the public. 4. Set up new information website in Chinese, specific to No Fur China, for consumers and activists. See: http://nofurchina.actasia.org/ 2012. 2. Continuation of 2011 activities i.e. using online resources to expand our network, training groups, liaising with the media, celebrities and the fur retailers and the Fur Industry. 3. Over 60 awareness events and activities. 5. Launch of Fur Free Retailer Scheme in China (For further details of the campaign see: http://www.actasia.org/no-fur-china-campaign.html)
ACTAsia’s action in China to date 6
2010. Launch of Campaign through on-line and media ACTAsia used the Chinese New Year of the Rabbit as a spring board for the No Fur China campaign. Rabbit fur was popular fashion for the Chinese New Year celebrations. We used sina.com the Chinese equivalent to Google, to back our campaign with a special anti-fur page, the Chinese equivalent of social network Twitter. The page attracted 1.5 million followers.
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2011 Continuation and Expansion of Campaign
Left: 2011 Poster – ‘Does your mum have a fur coat? Mine lost hers.’Centre: Support from celebrities – China’s national badminton player Gong Jie. Right: Photo competition ‘Me and my No Fur message’ – a photo sent by a member of public.
Left: Dalian - Pet100 held awareness events at universities in Dalian (NE China). Right: Beijing For ten days, members of the vegetarian society of China Agricultural University, Beijing, attracted students to their anti-fur event by going nude to convey the message. 9
Left: Shangdong – a student reading the No Fur China message; Right: anti-fur pledges signed at events and online.
ACTAsia was the first organisation to develop a comprehensive campaign action pack to mobilise local groups in China relevant to animal welfare issues.
China’s famous opera singer Song Zu Ying, wore a full-length fur coat at the Beijing Pop Music Awards. Many people protested on-line. Pressured by the negative reactions, although she wore fur at the rehearsal of Chinese New Year Show, she changed her clothes as a result of our campaign pressure for the TV programme, viewed by 770 million. 10
2012 Continuation of campaign on wider scale – over 70 groups participating TRAINING:
September: No Fur China training workshop for Chinese groups. ACTION:
School: Zhuhai city, Guandong Province
School: Xiamen City, Fujian Province
College: Shijiazhuang City, Hebei Province College: Chengdu City, Sichuan Province
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ACTION:
University: No fur leaflet and posters available for staff and students in Jilin Agriculture University.
No Fur China together with Shenzhen Cat group performed at the Shenzhen Fringe Festival. Theme: do not behave like a pre-historic human being wearing fur! ON LINE: Collaboration with Sina.com, showing examples of ACTAsia’s No Fur China Campaign
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No Fur China page was created in sina.com: Green Page Another web page in sina.com: Video Page, promoted five No Fur videos. The number of times these videos viewed in six days between 20 th Nov – 26 th Nov 2012 were: Video 1: Viewed 491 times - Scavenger http://video.sina.com.cn/p/news/green/v/2012-11-16/112861916329.html Video 2: Viewed 3,118 times – http://video.sina.com.cn/p/news/green/v/2012-1115/111061915239.html Vieo 3: Viewed 7,180 times - Fur Animals in Farms http://video.sina.com.cn/p/news/green/v/2012-11-14/103961914119.html Video 4: viewed 10,836 times - Open your eyes http://video.sina.com.cn/p/news/green/v/2012-11-13/105561913109.html Video 5: viewed 24,097 times – Dumb animals http://video.sina.com.cn/p/news/green/v/2012-11-12/110661912057.html The power of online collaboration and the potential to reach millions of people in China is indeed a reality.
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The No Fur China page is promoted under sina.com: Fashion Page, and shown in the top column http://gd.sina.com.cn/fashion/
Launch of International Fur Free Retailer Scheme in China, 25th Nov. 2012 1. The press conference launched in Shenzhen to promote Fur Free Retailer
Scheme http://www.furfreeretailer.com/ 2. ACTAsia is the official FFR's China Representative, Chinese companies wanting to join the
scheme can apply through us. http://www.furfreeretailer.com/retailer.php 3. A Hongkong TV star, Joyce Chen, attended the press launch http://wiki.d-
addicts.com/Joyce_Chen 4. Fashion designer - Prof. Zhang Xin Ke (China Golden Scissors) attended the launch and 5. 6. 7.
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called for retailers to join the scheme. The China Youth Fashion Designer Association attended the launch and called for fashion designers excluded fur from their designs. Director of Shenzhen Fashion Retailers Assocation, stated‌.. Jixiangzhai http://en.jixiangzhai.cn/newEbiz1/EbizPortalFG/portal/html/index1.html and the Awakening joined the scheme by signing in front of media. http://en.jixiangzhai.cn/newEbiz1/EbizPortalFG/portal/html/index1.html Popular Singer and fashion designer Wang Fei Fei was unable to attend but sent a short video urging retailers not to supply fur products and the importance of FFR.
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Left: Celebrities and VIPs group photo for the press launch. Right: Famous actress Joyce Chen showed
her support for the No Fur China Campaign and explained the importance of FFR scheme in China.
The launch of FFR in China
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ACTAsia’s main activities and action in 2013/14 February 2013. 1. Valentine’s Day silent demonstration in the National Liberation square of Shenzhen. Live
body art protest, by motionless bodies laying on the ground in the shape of the words No Fur. 2. A musical concert ‘No Fur-Yes Love’ was arranged in co-operation with Shenzhen Cats. In
between the musical events, the No Fur campaign was promoted. 3. The No.1 social network website in Heibei Province (XinCheng.com) was promoting group
tours which take shoppers to stores specialising in fur products. The largest fur trade markets in China are located in this Province. On-line protests resulted in the website withdrawing the promotion and issuing an apology. 4. Chinese New Year Gala Show. ACTAsia monitors this show each year and highlights
through media channels, those celebrities who wear fur to the event. In contrast to previous years, no-one wore fur garments at the 2013 Gala. 5. 11 bus stations displayed ACTAsia No Fur posters throughout 2013 in Shenzhen.
March. 1. Each year ACTAsia monitors the annual conference of the National Peoples Congress(NPC)
and Chinese Peoples Political Consultative(CPPC). Before this important political event, ACTAsia releases photos of NPC and CPPC members who have worn fur at previous events and appeals to them to refuse to wear fur again. No-one wore fur garments at the 2013 conference. 6. The rock band ‘Pet Conspiracy’ gave a charity performance to promote ACTAsia. Press
releases and advertisements for the show, declared the rock band’s support for the No Fur campaign. This was reiterated at the beginning of the show and No Fur posters were clearly displayed at the venue. The audience received ‘goody bags’ which included No Fur leaflets. 1. Earth One Hour, a global event: ACTAsia recorded a story ‘The Little Fox that lost its
Mother’ which was broadcast on radio throughout Fringe Festival Week, in several cities. (On YouTube Earth Hour) 2. ACTAsia issued press releases in Chinese which were reported in the media informing the
public that Slovenia has banned fur farming and the Netherlands has banned mink farming. September/October. 1. ACTAsia Exhibition display stand at the prestigious China Charity Fair in Shenzhen for 4
days (the only national charity event in China).
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2. Finalised the 2013/2014 campaign materials and poster designs, using dog and cat fur as the
main target to target more pet owners. November. 1. 2 day Workshops for 18 groups of campaigners at Tianjin University. To motivate students
to brain storm and share ideas for promoting No Fur in their cities; universities; and on-line. 2. Collaboration with Kathleen Lowson, the US documentary film director who produced a
short film on dog and cat fur, specific to Chinese audiences. The film was used for the ACTAsia No Fur campaign press launch in Shenzhen, also online for the general public to view: 120,000 viewings on weibo and 3,545 viewings on tudou.com (China’s YouTube) 3. No Fur campaign participation in the Shenzhen International Fringe Festival Parade, an
event staged over 9 days. January 2014. 1. 1st Cruelty Free-Fur Free Fashion Show in China. Held in Beijing with 200 participants
(performers and singers) and 30 models representing 6 fashion houses from New York; Germany; China and Taiwan. ACTAsia introduced Fur Free Awards which were presented to individuals, companies and media supporting the No Fur campaign. All personnel gave their services free of charge. Extensive media coverage with TV reports, e.g. a 5 minute news programme produced by Beijing Mobile TV was shown in 200 times in 20 cities in 7 days. February 14. 2. Valentines Day. Poster Exhibition and film ‘If I was skinned alive’ The poster showed the
well known southern China celebrity model, Wu Ruijin. 3. Collaborated with Animal Earth Hong Kong to stage a protest outside the International Fur
Trade Fair(IFTF) in Hong Kong. Trading in furs at this Fair represents US$150 million.
Key Milestones in 2013/2014 1. High profile Cruelty Free Fur Fashion Show, with TV coverage. Plans to become an 2. 3. 4. 5. 6. 7.
annual event. No Fur China campaign reported on TV news channels. Exhibition display stand x 4 days at the China Charity Fair in Shenzhen. Increased numbers of students groups actively campaigning. More than 60 events organised. Increased publicity through on-line and off-line media coverage. Increased dynamic interaction on social media sites (as detailed in power point presentation). Introduced competitions to engage with users. Set up ACTAsia page on WECHAT – the latest most popular smart phone social media website. 17
Fur Free China: Strategic Approach 2014/15 Consolidated strategic campaign approach: ACTAsia’s Fur Free China campaign aims to use an educational approach based on factual data, instead of a purely sensational approach, recognising that human behaviour and attitudes can only change through the process of education. Therefore, ACTAsia works to create awareness through training, the media and social networking sites, so that individuals can make informed choices. Using ‘positive’ messaging & images instead of using ‘shock and shame’ tactics and taking a nonaggressive and consistent approach, in order to gain more support across a wide variety of stakeholders. Promoting Fur Free Life as a progressive & compassionate lifestyle choice. Annual Campaign period The main thrust of the campaign takes place between the months of October and February, i.e. the months leading up to – and including – Chinese New Year. These are the months in which fur products are increasingly being promoted as desirable gifts and acquisitions because Chinese New Year symbolises new beginnings with wealth and prosperity. During the other months of the year ACTAsia focuses on developing and strengthening an active network of campaigners – including student groups; creating additional materials; researching new opportunities through internet sources; researching and liaising with key personnel within the media and the fur and fashion industry to support the campaign. Main activities and action in 2014/15 March 2014 ACTAsia monitors the annual conference of the National Peoples’ Congress (NPC) and Chinese Peoples’ Political Consultative (CPPC) on an annual basis. Before this important political event, ACTAsia releases photos of NPC and CPPC members who have worn fur at previous events and appeals to them to refuse to wear fur again. As a result, no NPC and CPPC member wore fur garments during the 2014 conference. March – April Compile the annual report and review the previous season’s campaign activities. May – July Research, planning and preparing for the winter campaign while continually promoting the fur free message through online social networks. September - October 1. ACTAsia Exhibition display stand at the prestigious 4 day China Charity Fair in Shenzhen
(the only national charity event in China). 18
2. Finalising the 2014/2015 campaign materials and poster designs, using dog and cat fur as
the main focus to target more pet owners. August – Mar 2015. Face to face fur free awareness events held throughout China. A total of 45 events took place throughout the country. November 1. Organised annual training workshops: 41 university representatives and 3 animal protection
groups from a total of 19 provinces attended the workshop held in WuHan City. 2. 1st Fur Free Bike Ride in WuHan, organised as a carnival event to welcome children,
students and families to take part. This event was co-organised with WuHan Communist Youth Committee and WuHan Small Animal Protection Group, in order to create awareness of how to live a healthy lifestyle, which includes Fur Free choices. It received very good media coverage including two TV station reports of the event in the news, one radio interview and many online news articles. January 2015 1. The 2nd Cruelty Free Fashion Show was held on 18th January in Beijing. There were over
220 participants (performers and singers), 20 models and 19 fashion brands representing 6 countries including: Belgium, China, Korea, Poland, USA and the UK. 1. This year the event was posted on a special event website – huodongxing.com and the
show was advertised on the homepage of the site. Through this website we were able to reach new audiences who are not ‘typical’ animal lovers or supporters. More than 350 people registered to attend the event in Beijing. Sadly, due to the size of the venue we had to turn many people away! 2. Chinese celebrities including actors, singers, artists and a Korean pop singer attended
the event. 3. Increase of the fur free campaign collaboration within Asia. CARE’s international
Director AJ Garci from Korea and JAR’s Director Chihiro Okada from Japan attended the event. Further collaboration between these countries has been explored. 4. Once again the event received extensive media coverage from online news articles, TV
channels and online broadcasting channels. This year we also reached out to fashion magazines and individual fashion bloggers. 5. For the first time, both representatives from the Embassies of UK and Poland attended
Actasia’s event. This support from diplomats increased the publicity of the event.
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6. An event demonstrates in practice that the FFA members are working as a true alliance
to maximise the campaign’s impacts. Special thanks to GAIA and Otwarteklatk for actively inviting the fashion designers to join the show. 7. Fur Free Alliance’s funding was not used for the fashion show. However, the FFA logo
was displayed through all PR, media and materials for public use. 2. The 2nd year of Fur Free Awards were presented at the fashion show to individuals,
companies and media supporting the Fur Free China campaign. 3. The six Chinese Fur Free retailers increased to a total of 8 local Chinese brands which can
be added to the FFR website. February 4. ActAsia supported Animal Earth Hong Kong to stage a protest – which we attended –
outside the International Fur Trade Fair (IFTF) in Hong Kong on 28th Feb 2015. Trading in furs at this Fair represents a turnover of $150 million. This year, more than 100 protesters joined the protest and the fair was shut to prevent them entering the building where the fair was held. 5. Chinese New Year Gala Show. ACTAsia monitors this show each year and highlights
through various media channels, the celebrities who wear fur to the event. Prior to the New Year, ‘The Guidelines of Fur Free New Year Gala Show’ were introduced by email, post or in person to the TV stations. In total, 21 cities in 19 provinces received the Guidelines. The results from monitoring the shows were publicised through a press release. Both Beijing TV and Heilong Jiang TV were labelled as the champions of “Bloody Black New Year Gala” as both TV station shows broadcast fur advertisements throughout the programmes.
Key Milestones in 2014/2015 1. No Fur China campaign reported on TV news channels. 2. Exhibition display stand x 4 days at the China Charity Fair in Shenzhen. 3. Increased publicity through online and offline media coverage. Eleven press 4. 5. 6. 7. 8. 9.
statements were sent to the media during in 2014/2015. Highest number of workshop participants and widest cover of geographic area. The diversity of awareness events has been increased and 45 events and actions took place throughout China. More protests undertaken by the groups by own initiative. High profile Cruelty Free Fur Fashion Show, with extensive media coverage. First time diplomatic support from the Embassies for the Fur Free China event. Increased local partnerships with other Chinese NGOs to make the campaign more expansive. Increased collaborations between Asian countries ie. Korea and Japan.
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