"He would never do that"
This is the first campaign launched by the Affinity Foundation in 1988. It was aimed at improving the undervalued and discriminatory situation in which pets lived in Spain at that time, as well as at fostering reflections on the causes and consequences of abandonment.
In 1988, the Affinity Foundation was the first organization to raise the alarm about the abandonment of dogs and cats. In 1987, approximately 100.000 dogs and cats were abandoned in Spain and existing shelters were not able to keep up with that situation. The Foundation took on the task of endeavouring to reduce the number of abandoned animals and of appealing to their owners’ moral conscience in order to foster “responsible fatherhood”.
Since then, every year, the Affinity Foundation has been carrying out campaigns against abandonment in order to appeal to pet owners’ moral conscience and make them aware of the responsibility they have to take for their pets, as well of the “responsible fatherhood” they have to assume in order to guarantee a correct standard of living for their pets.
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In 1997, the campaign introduced a new message of hope, "He will do everything for you", clearly alluding to the role of animals as a source of health.
In 1999, a third campaign message was launched: "He does not need a battery to work (It is never too late to make good friends)" and "Lifelong friends ", with a view to reminding people of the benefits they can draw from their relationship with animals at every stage of their life, and in response to the undeserved attacks – by journalists as well as public administrations – on dogs’ owners.
