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Mulesing is an agriculture factory practice of removing lose skinfolds of sheep by skinning leaving the area an open wound, a much "cheaper choice" from proper hygienic practice to avoid swarming of flies. Animal Liberation aims a multi-media campaign for radio, television, outdoor posters and print publications to raise awareness among the public on sheep industry cruelty as well as urge policy-makers to stop the cruel practices (PETA & Animal Liberation, 2006).Animal Liberation is a charity with registration number CFN 11637 founded in 1976 by Christine Townend with the aim to champion the rights of animals including humans, but basically focuses on non-humans. It has branches all over Australia and has thousands of supporters. They base their philosophies of liberating animals from suppression on Professor Peter Singer's Animal Liberation book. Animal Liberation appear at music festivals and hold monthly public meetings where information about campaigns and actions are discussed. They engage in research and advertising to get their message across. (Animal Liberation, 2006).The campaign aims to raise awareness and vigilance among the public in order to help ban the practice of mulesing, exporting live sheep, as well as end unnecessary cruelty to live sheep in the agriculture sector. The campaign will be on a 6-month period with the aim to encourage policy-makers to ban the cruelty practices on lambs....
Key Insight:
Sheep or lambs are gentle, useful animals that can feel pain, fear and loneliness. They are in-demand in many global countries for their fleece, veal and skins, but they should not be treated as just meat and wool-producing machines. The PETA (2006) reported that, "In Australia, where more than a quarter of the world's wool comes from, farmers use tools similar to gardening shears to cut huge chunks of skin and flesh from lambs' backsides-without giving them any painkillers-in a crude mutilation called mulesing. And each year, millions of Australian sheep who no longer produce enough wool are crowded on export ships and sent to the Middle East, where they are cruelly slaughtered. Sheep who survive the terrifying voyage are dragged off trucks by their ears and legs, tied up, and beaten, and they have their throats slit while they are still conscious."

Stop cruelty to lambs!

People will be urged to avoid eating veal and buying wool until a ban on the cruelty on lambs is enacted. This will inform the government and agriculture sector that the public are aware of this malpractice and that it is wrong to continue the cruelty. Unless a solid action is taken to stop the cruelty, the public will not support the sheep industry through boycotting of sheep products such as veal and wool. The public will also be urged to be vigilant by joining forums and discussions about the subject matter, and write their legislators asking to legislate a ban on the practice.

Tone of Voice:
Tone of voice is serious. Cruelty is not a light or laughing matter. It is horrendous and inhumane. It should make people stop and consider the implication of cruelty to animals, a ...Show more


There is an on-going practice of shipping Australian live sheep in many destinations around the world for its merino wool, and food consumption. The flock of sheep usually is placed in cramped, crowded multi-level ships. …
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