World Lion Day 2024 – You’re Killing Them Softly

“You’re Killing Them Softly” ― a powerful message released for World Lion Day (10 August) by South African NGOs campaigning to bring an end to the commercial captive lion industry in South Africa, a significant move supported by the South Africa government in 2021.

The “You’re Killing Them Softly” campaign brings awareness to the fact that any visitor or volunteer paying to play, bottle feed, and/or hand-raise captive-bred predator cubs, use them as photo props, or merely visit predator parks, is fuelling South Africa’s cruel commercial captive predator industry.

However well-intentioned people’s actions are, these cubs are not orphans. They have no conservation value. They are purely bred to feed an unethical and insidious industry that commodifies these predators.

Lions and many other predators are bred solely for commercial purposes, such as cub petting, walking with predators, voluntourism, “canned” or captive trophy hunting, the live trade, and trade in their bones, parts and derivatives.

The dignity of our iconic species has been replaced by the commodification of captive lions and other predators at every stage of their lives. Currently, at least 8,000 lions and thousands of other big cats, including many tigers and cheetahs, are bred and kept at approximately 350 lion farms in South Africa.

Blood Lions, as an ATTA for Action member, continues to raise vital awareness amongst the public that we are all capable of pushing for meaningful change and ending the exploitation of one of South Africa’s most iconic species.

YOU as members of the tourism industry can add YOUR voice by sharing the impactful campaign message “You’re Killing Them Softly” and campaign animation to raise awareness amongst your clients and fellow industry leaders.

Remember, our actions and choices have far-reaching consequences. Let us all work together for World Lion Day to end harmful captive breeding industries and to stop killing them softly.

You can find unbranded campaign assets HERE, including the impactful 2024 World Lion Day animation, graphics and a social media rollout plan with suggested copy for social media messages.

You can sign the Blood Lions Born to Live Wild pledge HERE.

For more information contact Dr Louise de Waal:

Email: [email protected]

Phone: (+27) 076 148 1533