Animals in Media (A.i.M), a Community Interest Company founded by Jody Gordon and Laura Jackson, are proud to announce its visionary initiative to establish higher standards of animal welfare in the entertainment and exhibition industries. A.i.M aims to monitor animal use, eradicate archaic practices, and reward productions and trainers that prioritise and improve welfare standards.
Our understanding of animal welfare has seen a rapid evolution and A.i.M seeks to provide industry professionals and audiences with the assurance that animals used in entertainment are not subjected to harm.
“The RSPCA is concerned about the welfare of animals used in exhibition and entertainment such as the production of TV and Film.” states Emma Slawinski, Director of Policy and Advocacy at the RSPCA. “We would welcome positive steps to improve and safeguard the welfare of animals in these settings. An assurance scheme could provide a route for the producers of entertainment using animals to improve welfare and demonstrate their commitment to the animals in their care”.
A.i.M has gained substantial support from prominent industry figures, including producers, directors, production executives, and actors like Susannah Fielding and Oscar winner Rachel Shenton. The collective effort of these influential voices will contribute to reshaping the industry's approach to animal welfare.
Jody Gordon said in a statement “A.i.M’s target is to ensure every animal seen on our tv, in our cinemas and used in our theatres and art installations is safe, happy and treated with the respect it deserves. These animals don’t choose to entertain us so we need to treat them with kindness and understanding”
A.i.M recognises that animals will continue to play a significant role on screen and in entertainment, now and in the future, and they’re passionate about supporting both the productions and the animal trainers and owners, to ensure that all animal actors, whether they are four legged, feathered or scaly, are taken care of both in front of the camera and behind the scenes.
To further this mission, A.i.M have partnered with Human Behaviour Change for Life (HBCL), and are undertaking research, funded by the RSPCA, to explore how they can support and empower professionals working in the media industry, to be leaders in protecting the safety and welfare of animals used in the industry.
Now, A.i.M is urging those working in the TV, film, advertising, and live entertainment industries to help shape the future of this innovative new initiative.
A survey has been developed to gain input from those professionals, whether they have had experience with working with animals or not.
Professionals working in these industries are encouraged to fill out the survey, which can be accessed here.
The survey will remain open until July 2nd 2023, and all support is greatly appreciated.