FCB Lisboa and Animalife want to end the abandonment of elderly animals – Meios & Publicidade
Romário (13 years old), Kira and Romy (12) and Pirolito (11) are the protagonists of the campaign “Passions don’t age”, created by FCB Lisboa for Animalife with the aim of raising awareness of the abandonment of elderly animals. According to official data, an average of 119 animals are abandoned every day in Portugal, which resulted in more than 43,000 animals collected from the streets in 2021 alone. cats in shelters, where they end up spending the last days of their lives away from those they love, often confined”, warns the institution.
“Old dogs learn new loves”, “Their love never reforms” or “Times change. Loyalty never goes out of style” are some of the phrases that intend to underline the importance of the relationship between tutors and animals and that accompany more photographs signed by Daryan Dorneles, a photographer specialized in portraits with works published in titles such as GQ, Vogue, Bravo, Rolling Stone or Esquire.
“Animals are part of our daily lives and it is important to remember that, despite the many moments of joy and company they have given us, with advancing age they will find it more difficult to walk, their energy is no longer the same and the body starts to show signs and alerts of tiredness”, emphasizes Rodrigo Livreiro, president of the board of Animalife, defending that, “like us, when we get old, we also need patience, affection and understanding”.
It is in this sense that, he says, “campaigns like this are fundamental because they make it possible to raise awareness of the importance that companion animals have in our daily lives, in our growth and development and to warn that, at some point, abandonment is a solution” . “It is indeed a cruel act, especially for an elderly animal that will be very difficult to resist or adapt to life in an institution, closed in a box”, points out Rodrigo Livreiro.
The campaign, which starts this Monday, was developed on a pro bono basis by FCB Lisboa, which opened a national casting call so that guardians of elderly dogs could enroll their animals. Once the models (human and animal) were selected, photographer Daryan Dorneles accepted the challenge of collaborating with the project, fulfilling all the images. “Animalife has stood out for years with an active voice in the protection of pets. We are very proud that, through FCB Lisboa For Good, we can contribute to helping this cause”, concludes Edson Athayde, CEO and CCO of the agency.
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