Zoochosis

Remember the movie Madagascar? The movie starts off with the main cast going about their normal lives (or so they thought) in the zoo with human-like creature comforts. Now if that were the case, then zoos would be the best place for animals to move into. In reality, they are what they are – caged animals. And as a result, they get edgy, lose their natural survival skills – their animal instinct, and become domesticated. No different from the pets that we keep in our homes. And this is what the latest ad campaign of the People for Ethical Treatment of Animals – PETA – Asia-Pacific strives for: awareness.

Top models Borgy Manotoc & Ornusa Cadness together with ace photographer Xander Angeles, indie film luminary Dante Mendoza for set design, Gene Testa for body art, stylist Leo Posadas, & the creative team of Jimenez Basic Advertising have put together an exciting ad which will be released later in the year that will surely raise awareness in the metro.

Zoos have been a staple in the itinerary for school trips & a research spot for animal lovers. Sad thing is most visitors only spend a moment in viewing these animals. There isn’t much interaction. We also need to be aware that these animals were taken from their natural habitats, torn away from their families & put on display for our amusement. Not an attractive lesson to teach little tykes who frequent the animal cages for a few seconds of “ooohs and aaahhs”.

What we don’t see is the depression that zoo animals suffer after long periods of confinement. Zoochosis is what behaviorists call the mental illness caused by the stress of captivity. And they can range from a simple behavior such as pacing back & forth-as a sign of frustration to move around; to self-mutilation such as tail-biting, head-bashing & leg-chewing. Other behaviors would be biting the bars, licking the walls/bars, bobbing their heads up & down repeatedly, unnatural twisting & rolling of neck, over-grooming to the point of having bare patches & vomiting. These are caused by enforced idleness, loss of home or “natural habitat”, loss of normal social groups and extensive loneliness. PETA hopes to educate everyone of the sad fate that the animals are in and will vie for the closure of zoos for there are other possible ways of admiring wildlife without harming the animals.

Borgy & Ornusa were dressed as tigers, one of the most sought after animals, and simply gazed at the photographers holding a placard that read: “Even the Wildest Animals Don’t Belong in Zoos.” Standing off to one side, it was exactly what you would see in a zoo. People admiring the animals, but not really caring how they really feel. After some time, Borgy had to ask for a few seconds to adjust his pose since he got weary. The photographers never stopped clicking their cameras away. The models had to be escorted off just so they can rest, since the shooting wouldn’t stop. Animals couldn’t really beg to rest for awhile, can they? Just a thought…

After the photo opportunity with Borgy & Ornusa, PETA had a vegan buffet spread out for the press. In line with their better-treatment for animals, this was surely a subtle hint of their mission in this world. Jamie Alarcon, one of the contacts for this event, mentioned that Borgy & Ornusa were considered the ad because they exude that free-spirited aura that animals have. That life is to be enjoyed with the freedom to roam the world and discover its beauty. Not in a man-made habitat with bars & glass. And it also helps that they both believe in the cause. They do feel that animals are being overlooked & mistreated, especially in 3^rd world countries where there isn’t much funds to properly take care & feed the animals. “Zoos are a business”, Borgy quips. “They make money by exploiting animals.”

This was definitely an eye-opener for me, and I am sure that PETA will be successful in their endeavor, given the right support & exposure.