# Hearbreaking Lion Cruelty Ads The Born Free Foundation Recently Launched the Bitter Bond Campaign By Grace Mahas | Published 2019-11-12 | Social Good Source: Trend Hunter, https://www.trendhunter.com/trends/bitter-bond-campaign References: [thedrum](https://www.thedrum.com/creative-works/project/engine-born-free-the-bitter-bond) & [bornfree.org.uk](https://www.bornfree.org.uk/) The Bitter Bond campaign was launched by the [Born Free Foundation](https://www.trendhunter.com/trends/sephora-and-haus-labs-by-lady-gaga) 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. ## Trend Insights (Trend Hunter) - Score: 1.2/10 - Popularity: 2% | Activity: 24% | Freshness: 9% - Audience gender: 50% men, 50% women - Primary generations: Gen Z, Gen Alpha, Millennial, Gen X - Top markets: North America, Europe, Africa ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Social Good](https://www.trendhunter.com/socialgood) > [Activism](https://www.trendhunter.com/activism) ## Key Themes ### Key Themes Behind This Trend - **Animal Welfare:** The trend towards more ethical treatment of animals presents an opportunity for disruptive innovation in the pet food and animal care industries. - **Eco-tourism:** With growing concern over animal welfare, eco-tourism provides an opportunity for disruptive innovation in the travel and hospitality industries. - **Activism Marketing:** The rise of activism marketing presents an opportunity for disruptive innovation in advertising and marketing. ### Where This Applies - **Tourism:** The tourism industry can respond to the trend towards more ethical treatment of animals by creating sustainable and responsible eco-tourism packages. - **Advertising:** The rise of activism marketing presents an opportunity for advertising agencies to create campaigns that advocate for social and environmental responsibility. - **Animal Conservation:** The trend towards more ethical treatment of animals presents an opportunity for animal care organizations to develop programs that rescue and rehabilitate animals from abusive situations. ## Related on Trend Hunter - [Charity Organization Rebrands](https://www.trendhunter.com/trends/humane-world-for-animals.md) - [Awareness-Raising Cheetah Initiatives](https://www.trendhunter.com/trends/return-of-the-cheetah.md) - [Gun Violence Prevention Films](https://www.trendhunter.com/trends/sandy-hook-promise.md) - [Animal Equity Beauty Campaigns](https://www.trendhunter.com/trends/skin-proud.md) - [Outdoor Ecosystem Campaigns](https://www.trendhunter.com/trends/vital-ground-foundation.md) - [Heartfelt Adoption Campaigns](https://www.trendhunter.com/trends/homecentre-thehomecoming.md) - [Digital Animal Rights Platforms](https://www.trendhunter.com/trends/the-humane-league.md) - [Digital Dog Shelter Campaigns](https://www.trendhunter.com/trends/rare-breed1.md) - [Compassionate Dietary Choices Ads](https://www.trendhunter.com/trends/dairyfreetoronto.md)