# Circus Abuse Campaigns PETA's Saddest Show on Earth Ads Show the Dark Side of Entertainment By Meghan Young | Published 2011-07-05 | Marketing Source: Trend Hunter, https://www.trendhunter.com/trends/saddest-show-on-earth References: [ibelieveinadv](http://www.ibelieveinadv.com/2011/07/peta-baby-passion/) & [ringlingbeatsanimals](http://www.ringlingbeatsanimals.com/) Although circus acts are fun, they often involve [animal cruelty](https://www.trendhunter.com/trends/animal-balloon), which is why [PETA's](https://www.trendhunter.com/trends/animal-intelligence) Saddest Show on Earth ad campaign has been created. Targeting one act in particular, the Ringling Bros. and Barnum & Bailey Circus, these print ads show that it isn't all sunshine and daisies when it comes to these amazing tricks. Instead, the Saddest Show on Earth ad campaign shows that behind the scenes and in between gigs, the animals that give spectators so much joy actually endure a lot of [pain and suffering](https://www.trendhunter.com/trends/prevent-child-abuse-america) to do so. I suggest you watch 'Water for Elephants' to get a taste of the torture some animals are put through. The Saddest Show on Earth ad campaign was conceived by Y&R. ## Trend Insights (Trend Hunter) - Score: 2.5/10 - Popularity: 20% | Activity: 47% | Freshness: 8% - Audience gender: 50% men, 50% women - Primary generations: Gen Z, Millennial, Gen X - Top markets: North America, Europe, Asia ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Marketing](https://www.trendhunter.com/marketing) > [Print](https://www.trendhunter.com/print) ## Key Themes ### Key Themes Behind This Trend - **Animal Welfare in Entertainment:** The trend of raising awareness about animal cruelty in entertainment industries, such as circuses, presents an opportunity for disruptive innovation in creating alternative, cruelty-free forms of entertainment. - **Ethical Consumerism:** The growing trend of ethical consumerism emphasizes the importance of supporting industries and businesses that prioritize animal welfare, creating opportunities for innovative companies to develop ethical alternatives to traditional circus acts. - **Advocacy Advertising:** The emergence of advocacy advertising campaigns, like PETA's Saddest Show on Earth, highlights the potential for disruptive innovation in using persuasive communication strategies to shift public opinion and drive change in controversial industries. ### Where This Applies - **Entertainment:** The entertainment industry, particularly circuses, needs to explore disruptive innovation opportunities to find alternative ways of captivating audiences without relying on animal cruelty. - **Tourism and Attractions:** The tourism and attractions industry, including amusement parks and live shows, should consider disruptive innovations that prioritize animal welfare and provide educational yet entertaining experiences for visitors. - **Advertising and Marketing:** The advertising and marketing industry has the potential for disruptive innovation by developing more advocacy campaigns that raise awareness and provoke public engagement in social and ethical issues, leading to positive change. ## Related on Trend Hunter - [Charity Organization Rebrands](https://www.trendhunter.com/trends/humane-world-for-animals.md) - [Animal Equity Beauty Campaigns](https://www.trendhunter.com/trends/skin-proud.md) - [Rescue Pet-Supporting Campaigns](https://www.trendhunter.com/trends/cadbury-bunny-tryouts.md) - [Pet-Equality Campaigns](https://www.trendhunter.com/trends/pet-ownership.md) - [Provocative AR Campaigns](https://www.trendhunter.com/trends/not-so-happy-animals.md) - [Pet-Powered Beauty Campaigns](https://www.trendhunter.com/trends/animal-intelligence.md) - [Gun Violence Prevention Films](https://www.trendhunter.com/trends/sandy-hook-promise.md) - [Dog-Friendly Food Ads](https://www.trendhunter.com/trends/natural-balance-pet-food.md) - [Mental Health-Supporting Campaigns](https://www.trendhunter.com/trends/the-last-photo.md)