Singapore Airlines criticized by animal rights group

A marketing campaign recently introduced by Singapore Airlines has come under fire from a prominent animal rights group. The ad portrays a man seated comfortably on top of an elephant, with a rod in one hand, which it uses to force the gigantic animal to bow down to passengers headed to India. Those associated with the US-based People for Ethical Treatment of Animals (PETA) were the first to register their displeasure with the ad campaign, which aimed to promote travel to “colourful India.” Ingrid E. Newkirk, PETA’s president, noted that she spent much of her childhood in India, and she knew first-hand that forcing elephants to perform for tourists amounted to unacceptable and cruel treatment. Newkirk labeled the Singapore Airlines ad as “thoughtless” and said that the carrier was essentially glorifying this unacceptable treatment of elephants. PETA’s response to the Singaporean carriers marketing strategy was to “afford” the firm with the ‘Litterbox Award,’ a distinction that most companies do not aim to receive. The “award” aims to point the finger at those corporations that turn a blind eye to animal rights related issues, or indirectly promote cruelty to animals through their ads or business practices. Singapore Airlines responded to the criticism and noted that the ad campaign was actually not new and that the carrier was no longer using these posters. Additionally, the airline pointed out that the poster was simply a drawing, depicting a fictional scene, rather than a photo showing a real-life situation. Carrier officials also noted that the company is involved in a number of conservation projects.

www.singaporeair.com