World Animal Protection: Love is blind – Changing attitudes towards the global dolphin entertainment industry

World Animal Protection, a global charity for the prevention of animal suffering, used its research into visitors to dolphin venues worldwide to fuel its campaign to end the promotion of dolphin venues.

Summary

Around the world thousands of dolphins are living in captivity, with more captured from the wild every year. The exploitation of these intelligent creatures for human 'entertainment' has become normalised. World Animal Protection needed to understand how it could open people's eyes to the suffering that dolphins endure whilst in captivity. It commissioned Flood & Partners to understand more about visitors to dolphin venues – who they are, what motivates them, and how they really feel about animal welfare.

The first challenge was finding the right people to talk to. We needed to reach people who had holidayed near...

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