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Matthew W. Ferguson, CEO: Stop using chimpanzees in ads
  • Petitioned Jennifer Grasz, Media Relations

This petition was delivered to:

CareerBuilder
Jennifer Grasz, Media Relations
CareerBuilder
Matthew W. Ferguson, CEO

Matthew W. Ferguson, CEO: Stop using chimpanzees in ads

    1. Dawn Forsythe
    2. Petition by

      Dawn Forsythe

      Silver Spring, MD

  1.  
  2.   
January 2013

Victory

Dawn Forsythe: We did it. According to an article in Ad Age, "CareerBuilder is calling an end to its Super Bowl monkeyshines." "'We're sitting this one out,' said Jennifer Grasz, VP-corporate communications, at the company, in response to a query from Advertising Age."

CareerBuilder has a history of hurting chimpanzees, both captive and wild, with their irresponsible exploitation of chimps in their marketing campaigns over the years. Their Superbowl ads have been among the decade's worst.

We've had this petition going for a year, and CareerBuilder does not respect consumers enough to let us know what they plan for the Superbowl in 2013. Will they finally end their history of exploitation?

The 2012 Super Bowl ad was a continuation of CareerBuilder's boosterism for a sadistic chimp training tradition. "No chimps were beaten during the filming of this ad," proclaims the company public relations person. No, of course not. That happens before ads are taped, and after the lights are turned off.  

While CareerBuilder scorns the expert opinions of primatologists and the concerns of animal advocates everywhere, responsible companies are listening. Pfizer created an innovative ad campaign for Robitussin, using a computer generated image of an orangutan. Animatronics and the new CGI technology is evidently beyond the capability and imagination of CareerBuilder.

By using live chimpanzees for advertising, CareerBuilder supports an industry that hurts the chimps from the beginning of their lives when they are forcibly taken away from their mothers, through their youthful isolation and often abusive training, to their final 40 or 50 years when they are discarded into sanctuaries without financial support. In fact, the young chimpanzees used in CareerBuilder's first commercial (yes, they've been doing this for years) are now at Center for Great Apes, a sanctuary in Florida - with no support from CareerBuilder.

Beyond the hurt done to these specific chimps, a public who laughs at zany and unnatural antics of costumed chimps is less likely to understand that chimpanzees are an endangered species that need protection. This has been explained to CareerBuilder, to no effect.

In refusing to stop their use of chimpanzees, CareerBuilder has inflicted tremendous harm on the captive chimpanzees they've used in the past, with promises of more pain for chimpanzees being bred for their future marketing campaigns. And they are deliberately and knowingly interfering with the conservation education that must take place if we are to save the remaining chimpanzees in the wild.

Recent signatures

    News

    1. You did it!

      Dawn Forsythe
      Petition Organizer

      According to an article by Ad Age, CareerBuilder will not be advertising during the 2013 Super Bowl. Many thanks to everyone who joined this petition! CareerBuilder has not pledged to stop their use of chimpanzees in future ads, however, so we remain vigilant...

    2. Reached 6,000 signatures
    3. Is CareerBuilder planning for a 2013 chimpanzee ad?

      Dawn Forsythe
      Petition Organizer

      As marketing departments start to plan for their 2013 Super Bowl ads, we present the arguments for CareerBuilder compassion one more time.

    4. What is CareerBuilder planning for the next Super Bowl?

      Dawn Forsythe
      Petition Organizer

      Companies are starting to plan their ads for the 2013 Super Bowl. Andy Serkis (Caesar in Rise of the Planet of the Apes) has started a new performance capture studio in the UK, and they are providing services and consulting to anyone. DO YOU HEAR THAT CAREERBUILDER? Get smart, now, and use one of the great new technologies if you want to continue on your chimp theme. Be brilliant, be creative, be a hero to animal welfare advocates.

    5. Reached 4,000 signatures
    6. Another company, another ad, another young chimp exploited

      Dawn Forsythe
      Petition Organizer

      After you sign this petition, please go to the change.org petition that asks Tire Engineers to stop using chimps in THEIR ad. (Are they copying CareerBuilder? It appears so. When it comes to vapid and juvenile marketers, it is "monkey see, monkey do.")

    7. CareerBuilder, meet your next creative team

      Dawn Forsythe
      Petition Organizer

      The "creative marketing geniuses" at CareerBuilder are stuck in a mid-20th century mindset. They need to understand the digital software used by true artistic geniuses.

    8. CareerBuilder did not respond to our petition

      Dawn Forsythe
      Petition Organizer

      Chimpanzees in show business suffer fear every day, much as abused children do. Their suffering is due to the chimp trainers who subjugate them, and the corporations - like CareerBuilder - that prop up the trainers.

    9. Reached 3,000 signatures
    10. Petition delivered. Will CareerBuilder show their love on Valentine's Day?

      Dawn Forsythe
      Petition Organizer

      I sent the petition to managers at Careerbuilder this morning, and have asked for their response by Valentine's Day. If they don't respond, I will change this 2012 Super Bowl petition to a petition for the 2013 Super Bowl. So keep this going... and thanks for your growing support!

    11. Petition re-opened at popular request!

      Dawn Forsythe
      Petition Organizer

      I closed the petition because the Super Bowl already happened... but people have messaged me, asking for an opportunity to sign! So we'll keep this open for a while longer, to give everyone an opportunity to make their views known to CareerBuilder.

    12. Did the ad work?

      Dawn Forsythe
      Petition Organizer

      Let's just say that an ad that is ridiculed on Madison Avenue AND Main Street might make customers, clients (and owners) reconsider their relationships with CareerBuilder...

    13. Post-game reviews pan CareerBuilder ad

      Dawn Forsythe
      Petition Organizer

      MyFOXdc says the CareerBuilder ad was one of the five worst ads in the Super Bowl telecast (which is saying A LOT). Other critics are panning its lack of creativity. The NY Times advertising reporter Stuart Elliott gave it a thumps down. "CareerBuilder brought back its chimpanzees dressed as humans, meant to personify nitwit co-workers. But the only nitwits were the creators of the commercial, who ignored a growing belief on Madison Avenue that it is wrong to use live apes in ads," Elliot wrote.

    14. WE DID IT!! We hit our goal of 2,500 -- but the hard work continues

      Dawn Forsythe
      Petition Organizer

      We did it! We got the signatures! But the real goal is still ahead: getting CareerBuilder to opt for creative alternatives, such as computer-generated imagery (CGI) and animatronics, instead of live apes in their ads. CareerBuilder has not responded to the outrage expressed by you and others, and we won’t give up until they pledge to not use chimps in the future. Stay with this effort. Please LIKE “Year of the Chimpanzee” on Facebook, or subscribe to Chimp Trainer’s Daughter, to keep up with new efforts to educate the public and CareerBuilder. With your help, one day we will see a world where there are #NoApesInAds!

    15. Reached 2,500 signatures
    16. The brutality that CareerBuilder doesn't want you to know about

      Dawn Forsythe
      Petition Organizer

      Sarah Baeckler witnessed the brutality of chimp training, up close. Her testimony provides the true story about show biz chimps - like the ones the world will watch on Sunday.

    17. Reached 2,000 signatures
    18. Change the channel for chimps

      Dawn Forsythe
      Petition Organizer

      What if they aired a $3.5 million ad and nobody watched? Thousands are signing up for this event on Facebook.

    19. Use of chimps in Super Bowl ads is no laughing matter

      Pulin Modi
      Senior Campaigner

      Dawn's op-ed against CareerBuilder's use of chimpanzees is starting to be picked up in newspapers nationwide. Here is the link to her piece in The Bellingham Herald.

    20. Inquiring chimps want to know about CareerBuilder

      Dawn Forsythe
      Petition Organizer

      No CareerBuilder executives were harmed in the production of this cartoon...

    21. Reached 1,500 signatures
    22. Chimp ads desensitize viewers

      Dawn Forsythe
      Petition Organizer

      The ads desensitize people to the issues of conservation and welfare, and they aren't even effective! According to Peter Dabol, chief executive of Ace Metrix, a firm that rates the effectiveness of ads, "these kinds of slapsticky, kind of funny ads and these ads in particular, were relatively low scoring ads even though their likeability is high," he said. "These (CareerBuilder.com) ads performed at the bottom of the pack of all Super Bowl ads," he said.

    23. Activists plan protest in Georgia

      Dawn Forsythe
      Petition Organizer

      Animal rights groups will protest in front of CareerBuilder offices in Norcross GA on Feb 3.

    24. Fox Chicago News interview of Dr. Ross; CareerBuilder declines request

      Dawn Forsythe
      Petition Organizer

      Dr. Steve Ross, from the Lincoln Park Zoo's Center for the Conservation of Apes, appeared on Fox Chicago News to talk about the ad. Ross said research has shown that chimpanzees in entertainment suffer from the experience and aren’t kept properly. CareerBuilder declined a request to appear on FOX Chicago News to discuss the ad.

    Supporters

    Reasons for signing

      • almost 2 years ago

      All animals matter to me.

      REPORT THIS COMMENT:
    • Laurie Solis SAUGUS, CA
      • almost 2 years ago

      I teach anthropology and I am shocked that companies still kid themselves into thinking this is ok. They basically ignore 90 years of research on non-human primates and choose to stand in ignorance.

      REPORT THIS COMMENT:
    • Kerry V SAN FRANCISCO, CA
      • about 2 years ago

      Chimpanzees are one of the most intelligent species on earth. To torture them for company profit is despicable. Such ads also make people believe that chimps are "common". They're not, they are critically endangered and nearing extinction in many countries. These ads are horrifying. Stop them now.

      REPORT THIS COMMENT:
    • sandra ramsey PITTSBURGH, PA
      • about 2 years ago

      Treat chimps with love.

      REPORT THIS COMMENT:
    • cristiane matheucci PIRACICABA, BRAZIL
      • about 2 years ago

      cmatheucci@bol.com.br

      REPORT THIS COMMENT:

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