Japanese audiences stunned into silence by charity advert

In what is the first time that a non-governmental organisation has been able to show a cinema advert in Japan, thousands of cinema goers have been shocked into silence by a powerful new advert highlighting the misery of Japan's bear parks.

Made by NAGAI productions on behalf of the World Society for the Protection of Animals (WSPA) and its Japanese member society All Life in a Viable Environment (ALIVE), the advert shows powerful scenes of the terrible conditions endured by bears in Japan's notorious bear parks. The commentary takes the form of a conversation between a mother and her son, with the child being told of the reason why bears kept together in small concrete pits show abnormal behaviour. Mr Nagai, a director of NAGAI productions who created the advert, described the reaction in Japan, "As soon as the advert started, everyone suddenly stopped talking and the theatre became very quiet. It seemed to capture everyone's attention, including even young children. That this advert has been allowed to be shown is a historical moment for NGOs and the advertising industry in Japan."

The advert is being shown before performances of Disney's 'Brother Bear' in two of the largest multiplex cinemas in Tokyo (Ikebukuro SunShine Movie Theater, from 20/3 to 2/4, and Kinshichou Cinema Movie Theater, from 27/3 to 9/4), as well as twice hourly for 12 hours a day throughout April on a large outdoor screen in the city centre. WSPA estimates that at least 50,000 people will get to see it during this time.

This is the latest move in a long running campaign by WSPA and ALIVE to close down Japan's eight bear parks. It follows the news earlier this year that at least one park (in Jyozankei) has announced that it is to close, with two others considering their future.

Victor Watkins, WSPA's Libearty Director, commented, "There is a growing movement to reject places like bear parks, where animals are kept in terrible conditions that are bad for their welfare. WSPA will continue to press for effective legislation in Japan to prevent the cruelty to animals that is clearly inherent in the bear park industry."

In response to growing concerns over the bear parks, Ed McAlister, President of the World Association of Zoos and Aquaria (WAZA), recently stated to WSPA, "We will not countenance welfare abuse in any form; this applies to practices outside zoos just as much as some which occasionally occur in organisations which masquerade under the name of zoos. If the money or the will to improve is not there we will move to have the 'zoo' closed down."