Created by Engine, the campaign raises awareness of the exploitation of South Africa’s lions and urges people to sign a petition calling on the government to stop canned hunting.

At least 70% of the country’s lions are born in captivity and bred for tourists to visit and photograph. Yet when the animals outgrow their use, they are sold to trophy hunters and shot in canned hunting facilities.

This practice is legal and thriving in South Africa. The film, entitled “The bitter bond”, tells the story of a lion keeper and her cub. Relying on the device of misdirection, the narrative initially paints a heartwarming portrait of their bond and portrays the keeper as a nurturing presence. At the last moment, however, it becomes clear that she has actually sold the lion and profited from its death.

It is set to the Academy Award-winning song Born Free, performed by Matt Monro.

Sign the petition to the South African government to end lion farming for good.…

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