CWU Bites Back At Plusnet Over Their TV Ad Trivialisation Of Dog Attacks

Following a series of letters from Dave Joyce CWU Health and Safety national officer, and with support from Royal Mail Group’s CEO Donald Brydon; Plusnet (part of the BT Group) have withdrawn their TV advert which featured a dog savaging a postman.

Dave wrote to Plusnet’s CEO Jamie Ford in protest to the advert which featured a dog running toward a postman and then savaging him as the postman screamed for help:

“The age old cartoon image of a Postman being attacked and bitten by a dog is in real life is no laughing matter at all but instead, today in the UK, is a very serious and dangerous issue confronting Royal Mail Postal delivery workers every day.

5000 Postal workers are attacked and bitten by dogs in the UK every year. 2 were nearly killed. Many are so seriously injured physically and mentally they are unable to continue work as a delivery Postman and Women.”

Dave’s email continued:

“ As a result of this situation the CWU launched its 'Bite-Back' Campaign in 2008 aimed at encouraging more responsible dog  ownership, changing the nation's dangerous dogs laws, strengthening enforcement and toughening up the sentencing of those dog owners guilty of offences in connection with dog attacks.

Good progress has been made and much support has been gained
from individuals and key organisations, including support from Royal Mail, British Telecom (the parent company of 'Plusnet'), Police, Politicians, Local Authorities, Dog Wardens, Dog Charities, Medical Profession, Vets, the public and many Companies.

Our cause and campaign to change attitudes is not helped and in fact is damaged by adverts like the one put on national TV by 'Plusnet' which creates the misleading impression of a dangerous situation being nothing other than fun. Good advertising appeals on many grounds, including humour but advertisers have a moral duty to create entertaining advertisements and to avoid morally misleading advertising.

Our campaign aims to make dog laws tougher to ensure irresponsible owners take responsibility for their dogs and take dog ownership seriously by ensuring dogs do not attack Postal workers, British Telecom workers, other public service workers, including nursing, utilities and emergency service workers plus of course children. No less than 7 children and 5 adults have been killed in dog attacks in the UK in recent years.”

Dave concluded:

“ To encourage owners to view the fact that its humorous to see Postal workers suffer violence at the hands of their aggressive dogs is irresponsible corporate behavior. Dog owners need to be held fully accountable for their actions, which includes taking responsibility for their dogs behaviour and training.

Current legislation and enforcement is failing to tackle the problem of  irresponsible dog ownership and since the introduction of The Dangerous Dogs Act in 1991, the situation has been getting progressively worse for both people and other animals. This is what we have been seeking to change.

We are deeply concerned about the impact of television adverts of this kind which perpetuate the image of dog attacks on postal workers being nothing more than a joke as it negates our efforts. I therefore respectfully request that your company ceases to televise this advert.”

In response to Donald Brydon’s blunt short email supporting the protest by Dave Joyce, which simply said “Ian, I totally support this letter of complaint from the CWU. Dog attacks on postal workers are not funny. Donald.” ; Ian Livingston Chief Executive Officer, BT Group  said he did not wish to cause offence, denying the advert was trivialising dog attacks on postmen and women.

He wrote:

“Dear Donald

I refer to the short email below sent by your PA.

I do not believe anyone is inferring that attacks by dogs on any type of worker are funny. However to put it in context, this advert clearly involves a stuffed animal.

It is not our wish or desire to cause any offence to postal workers or anyone else. We have taken note of the courteous and thought through comments from the CWU and will respond to them in due course in the same manner.

Regards

Ian Livingston
Chief Executive Officer, BT Group”

AS Dave Joyce was copied into the email, he took no delay in challenging the assertion in the above email, that the dog in question was not a real dog, but a stuffed one!

Dave wrote:

“I am grateful for Donald and Royal Mail's continued support and indeed yours and BT's support for our 'Bite-Back' campaign.

With regards to the first paragraph of your note however, with reference putting it into context and the advert clearly involving a stuffed dog, I would ask you to reflect on one or two points. I'm not one for taking things out of context or over the top reactions but It is clearly not a stuffed dog, but in fact a very live one that runs on to the set and launches the attack in the first place, before as you quite rightly state, it is replaced by a stuffed dog clinging to the postman's leg with a growling soundtrack etc.

The point I'm wishing to make is simply this, the advert projects a negative and undignified image of the dog attacking a postman who ends up on the floor attempting to get the dog off with the help of another person. Many real life attacks happen just that way in fact. The scenario is unfortunately a very real one and we dislike the perpetuation of the 'joke' image of dogs attacking postmen and women as if that is ok and just part of life and part of the job when it is not and when thousands of attacks occur each year resulting in many injuries.

I would also add, with respect, and draw to your attention the fact that there is a wide audience to these adverts including young people and children. Tackling the problem of dangerous dogs is one of our priorities. The government, police, animal charities and dog wardens have identified a real big problem amongst young people owning or wanting to own dangerous dogs and take them into the community. There is a trend among a number of young people to own what is referred to as aggressive “status dogs” leading to increased risk of attacks from vicious dogs and animal welfare issues. Adverts portraying a dog attack on a postman do not help.

If you would kindly not use this advert again, it would be much appreciated."

Jamie Ford CEO Plusnet wrote to Dave's email to him, confirming that Plusnet takes seriously the concerns expressed by Dave and that the advert had been pulled:

Dear Mr Joyce,

Thank you for email of 2nd July 2012.

I was concerned to read your comments. We would never want our advertising to offend and we take seriously your feedback on this particular advert. 

The advert has been approved through Clearcast and as such been approved on decency grounds, we make the observation that this clearly a surreal scene and we are in no way aiming to deliver morally misleading advertising.

We do however understand your concerns, and, as a result we will be taking this advert off air, swapping it with a new advert from 12th July.

Please accept my apologies in the mean time for any offence caused."

Today, Dave Joyce has advised all branches via LTB516/12 that the advert concerned has been pulled from TV screens by Plusnet.

Dave wrote:

"The removal of the advert represents a small moral victory for the thousands of victims of dog attacks amongst our members, other workers, children and the public in general.

The point we are wishing to make is simply this, the advert projected a negative and undignified image of the dog attacking a Postman who ends up on the floor attempting to get the dog off with the help of another person. Many real life dog attacks on Postmen and Women happen just that way in fact. The scenario is unfortunately a very real one and we dislike the perpetuation of the 'joke' image of dogs attacking Postmen and Women as if that's ok and just part of life and part of the job when it is not and when thousands of attacks occur each year resulting in many injuries."

It is not known whether Ofcom or the ASA received any complaints from viewers.

All advertisements are subject to a new code of practice issued in 2010, which can be found here

Source: CWU

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