We wanted to tell you a little bit more about why we advertise on TV and the story behind some of the big cats featured. 

Sadly, in recent years we have seen heart-breaking cases of lions and tigers that are literally wasting away. Although we have been able to help many of them, we know there are many more big cats that still need us. 

Recently, our teams worked hard to rescue and rehabilitate Mansour and Kandaka – two emaciated lions who were kept at the Al Qurashi Family Park Zoo, Sudan.  

Whilst these Sudanese lions are not featured in this TV advert, other big cats that we’ve rescued are. One of them is Ivan-Asen who was rescued from a zoo in Bulgaria and brought to our specialist BIG CAT Sanctuary FELIDA, in the Netherlands.  

No matter where we rescue an animal from, one thing is always common - these animals have not had an easy life. Ivan-Asen was in very poor health when the team first met him in 2017. Despite our best efforts to reverse the impact of his suffering whilst at the zoo, Ivan-Asen sadly passed away in 2021.  

It is always heart-breaking to say goodbye to one of the animals, but the knowledge that Ivan-Asen lived his final years in peace and dignity serves as a reminder of the meaningful difference we can have in animals’ lives, making every effort worth the journey. 

Ivan-Asen’s story is a brutal example of the long-lasting effects cruel captivity can have on animals. 

Our TV adverts are one of the main ways that we bring onboard new, regular supporters which helps us plan more effectively so that we can rescue and protect as many animals as we can. We keep costs as low as possible, for example, the footage in the adverts is our own and we also only show them during the most efficient times during the day.