The good bit

An international animal welfare charity launched a new fund to tackle bear bile farming –  probably the worst form of animal cruelty in the world. We hope it will bring the practise to an end sooner, and prevent an agonising life of cruelty bears in the Far East.

The painful bit

It’s not easy to raise money on this topic. There’s no rescue for these bears and no easy answers. We had to get supporters angry. Extracting bile from a bear is an excruciating process, so the campaign copy is an excruciating read – no detail is spared.

The awesome bit

Thousands of supporters were inspired to get involved, almost doubling the appeal target. Along with their donations they sent in hundreds of messages of support.