The Bitter Bond campaign was launched by the Born Free Foundation to expose the harsh, brutal, and oftentimes short lives led by lions bred in South Africa. The campaign includes an animated commerical that shows a young lion growing up in the loving arms of his trainer. After countless photographs with tourists, the lion is shown running happily into the arms of his trainer... only to be shot halfway there.
The Bitter Bond campaign tells viewers that "Most lions in South Africa aren't born free. They're raised in captivity. Cuddled for cash. Then sold to hunters." It pleads with viewers to end this heartbreaking betrayal and to sign the petition ending the plight of lions being bred to appease tourists.