For Immediate Release:

2 October 2019

New Pixar-Style Animation Challenges Pharmaceutical Giant’s Antiquated Experiments on Animals

Sydney – Because Pfizer has tortured more than 1,000 terrified mice in the forced swim test – an experiment in which the gentle animals are dumped into inescapable beakers of water and forced to swim to keep from drowning – PETA US is running a new ad near the company’s headquarters in New York and its laboratory facility in North Carolina to demand a ban on the archaic, useless test.

The video – made in partnership with 160over90, an Endeavor company – features an adorable cartoon mouse mixing chemicals in his laboratory classroom in the forest and proclaims, “Animals experimenting are cute. Experimenting on animals isn’t.” It will air on TV throughout the week, targeting the ChapStick maker for having used the cruel test to measure how long the exhausted mice fight for their lives, purportedly to evaluate the effects of antidepressant drugs, which the test has so far failed to do.

“This new ad will remind people that mice are thinking, feeling beings who deserve to live and that they don’t belong to humans to be abused and killed,” says PETA spokesperson Emily Rice. “Viewers will see immediately that Pfizer has robbed animals of everything that’s natural and important to them and that it must use only human-relevant, non-animal tests.”

In July, student clubs representing more than 1,500 students at Victoria University of Wellington in New Zealand signed a letter calling on the institution to enact a policy against the use of the forced swim test. And major pharmaceutical companies including AbbVie, Johnson & Johnson, and Roche have confirmed they have banned the test after hearing from PETA or its affiliates as part of a robust campaign to end the use of the cruel test worldwide.

Studies show that 90% of basic research – most of which involves experiments on animals – doesn’t lead to treatments for humans. US government officials also admit that 95% of all new drugs that test safe and effective on animals fail in human trials, either because they simply don’t work or because they cause adverse effects.

PETA – whose motto reads, in part, that “animals are not ours to experiment on” – opposes speciesism, which is a human-supremacist worldview.

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