TOUGH PEOPLE VS SHOCK COLLAR

Short List
TitleTOUGH PEOPLE VS SHOCK COLLAR
BrandSPCA
Product / ServiceSPCA
CategoryG07. Corporate Purpose & Social Responsibility
EntrantFORSMAN & BODENFORS Singapore, SINGAPORE
Idea Creation FORSMAN & BODENFORS Singapore, SINGAPORE
PR FORSMAN & BODENFORS Singapore, SINGAPORE
Production HECKLER SG Singapore, SINGAPORE
Post Production HECKLER SG Singapore, SINGAPORE

Credits

Name Company Position
Susanna Fagring Forsman & Bodenfors Singapore CEO
Jason Feng Forsman & Bodenfors Singapore Designer
Ivan Guerra Forsman & Bodenfors Singapore Creative
Ali Loveday-Herzinger Forsman & Bodenfors Singapore Executive Producer
Adrian Ortiz Forsman & Bodenfors Singapore Account Director
Lena Paik Forsman & Bodenfors Singapore Creative
Shum Qihao Forsman & Bodenfors Singapore Creative
Firrdaus Yusoff Forsman & Bodenfors Singapore Creative

Cultural / Context information for the jury

SPCA Singapore was reiterating its call for a ban on electric shock collars. The device is still being used in Singapore, although studies have shown that shock collar training may compromise a dog’s welfare, causing fear, pain and stress. The use of shock collars is already banned or significantly restricted in numerous countries around the world, though it remains legal in Singapore. SPCA’s stance is that the device has no place in animal training. The organisation advocates humane, force-free, rewards-focused and evidence-based approaches to animal training. For several decades now, SPCA has seen cases reporting the use of forceful and aversive animal training methods, predominantly in dog training.

Write a short summary of what happens in the film

The film is divided into two parts. In the first part, we're introduced to some of Singapore's toughest people: Taufiq, Singapore's Strongest Man Winner; Efasha, Singapore's first female boxing gold medallist; and Jon Kelly, a Spartan Elite Apac Championship winner. In the second, we put their toughness to the test by making them wear a standard 4500 volt dog collar. And then we shock them, to watch their reaction in slow motion, over the stringent sound of a soprano. By capturing real reactions from boxing champions, elite athletes and Singapore’s strongest man, the audience is encouraged to reflect on how this practice hurts animals. All to make a powerful point: if the toughest can't take it, our dogs shouldn't have to either.

Links

Video URL