In contrast to the analysis about Wilderness International – this time I will take a look at Soko Tierschutz. A non-profit association in germany. First to say is that this blog will not go into the moral and ethnic side of this topic – it only looks on the advertising and design of communication for protection of wildlife / animals and nature.
What is Soko Tierschutz?
On their own website they write this: „
SOKO Tierschutz is independent and strictly non-partisan. We want to restore the word animal welfare to its original meaning, which has been watered down beyond recognition by the large organizations. Animal welfare means protection from death, pain and fear. The clear consequence is the implementation of animal rights and a vegan lifestyle.
To achieve this, we go where animals suffer. … We show the reality behind the walls and fences. Our tactic is investigative research, our aim is to uncover the truth about animal husbandry and its consequences for the environment and the consumer. We distance ourselves from all violence against living beings and objects, hate speech and contempt for humanity. The enforcement of animal rights is only possible in a peaceful democratic way, taking into account the rights of all living beings.“1
So they are no extremistic organisation or some kind of this – but they use the real footage from all their investigations to portrait the criminal offenses or moral injustice which is happening. Since Friedrich Mülln founded Soko Tierschutz in 2021 they could already close 14 slaughter houses and 4 animal testing laboratories which where obviously operating with illegal standards and brutal cruelty. They investigate and make professional research which is used in court to close these companies. But in addition they also have uncovered many more animal abusers in different cases.
What are their working methods?
They have the expertise and give people the information to make their own decision. Especially with slaughter houses it´s kind of a problem, as people know that animals have to die so that there is meat to buy – but a normal customer doesn´t see how it is done and how often it is done in a far more cruel way as it would have to. They show what is happening and how often it is not like we assume. I for my part already thought everybody knows that
That is their instagram: I won´t put in more images as they might be disturbing to some people and you can go on their website or social media yourself if you want to see how it looks:
Vision Identity
They work with a very formal an striking graphic language. The message is the main focus – there are no fancy graphics to distract from the message. Their logo looks like a batch kind of from military – as they are also often times working in a kind of an undercover unit style with military equipment to get into the industries and document everything.
Mission Milch
Also here Robert Marc Lehmann plays a role. Same as with Wilderness International I discovered Soko Tierschutz through him. They made a campaing together to show the cruelty of the milk industry. They made an undercover investigation and broke into some farms. It is to show what has to happen so we have milk products and to open the eyes of the consumer to make the „right“ decision.
At Soko Tierschutz it´s not about cute animals and pretty pictures – it´s about showing the reality working with facts and so convince people to rethink what they consume. The industry doesn´t show these parts as they want you to buy their products – obviously.
So how can someone measure if this is the right strategy?
It´s not that simple to say it´s a good and the right strategy. But they are successful with what they do. Especially since they are more cooperating with well known people like Robert to get a broader target group.
Sources:
https://www.soko-tierschutz.org/presse
- https://www.soko-tierschutz.org/soko-selbstauskunft ↩︎
