London, United Kingdom - September 20, 2024

The ThirdSector Awards ceremony, typically a celebration of the UK's charitable sector, turned into a battleground for animal rights as activists from Animal Rising dramatically interrupted proceedings, accusing the RSPCA of endorsing cruelty through its Assured Scheme.

As the crowd gathered in anticipation of the "Best Large Charity Film" announcement, a tense moment unfolded when Daniel Juniper, a 29-year-old activist, commandeered the stage. Before his microphone was abruptly cut off and he was ushered away by security, he delivered a stark message to the audience about the RSPCA's "Respect" video, which was nominated for the prestigious award.

Juniper's interruption came on the heels of a revelation that the Advertising Standards Authority (ASA) is investigating the RSPCA's "For Every Kind" campaign, including the "Respect" video, for misleading advertising. The investigation follows exposes revealing severe mistreatment and neglect in farms under the RSPCA Assured label, starkly contradicting the idyllic imagery presented in the charity's promotional materials.

The confrontation at the awards was not just about a film but symbolized a broader critique of the RSPCA's practices. Animal Rising had previously investigated over 40 farms certified by the RSPCA Assured scheme, uncovering conditions far removed from the humane standards the RSPCA is supposed to uphold.

Before the dramatic stage invasion, Daniel Juniper had shared his intentions: "The RSPCA has a moral imperative to expose - not hide - the true conditions on these farms. Our society demands transparency, especially when it comes to the welfare of creatures we entrust to their care."

The incident has sparked a heated debate within the charity sector and among animal welfare advocates. Critics argue that while the RSPCA's efforts are admirable in many other areas, its endorsement of intensive farming practices under the Assured Scheme contradicts its mission to prevent cruelty to animals.

"This isn't just about a film or an award," Juniper added in a statement outside the venue, "it's about the millions of animals suffering in silence while the RSPCA, an organization trusted by the public to protect them, looks the other way."

The RSPCA has yet to officially respond to the protest or the ASA's investigation, but the event at the ThirdSector Awards has undoubtedly tarnished the charity's image, at least temporarily, prompting calls for a reevaluation of the RSPCA Assured Scheme and its alignment with true animal welfare standards.

This disruption could mark a turning point in public perception, pushing for more rigorous standards in animal treatment or even a shift towards more sustainable, cruelty-free agriculture practices like plant-based farming, as suggested by Animal Rising. As the dust settles from this bold protest, all eyes are on the RSPCA to see how it navigates this ethical and public relations crisis.