September 10, 2007

To Protect Grazing Routes, Dignity May Have to Become a Sacrificial Lamb

Animal activism took on a new meaning when thousands of sheep marched through Madrid, Spain this weekend.

For the past 15 years, the baa-ing and distinct smell have been the trademark battle cries of those protesting the annihilation of old grazing routes by urban expansion. To be precise, the sheep are not the ones protesting the seasonal stock movement since every location is a step closer to the pan of paella that lies at the finish line.

If the sheep were in charge and had a campaign marketing team, they would probably use “The journey is the destination” as their catchphrase. Unfortunately for them, all those who could design pamphlets went to work for the Serta mattress company and thus the movement is entirely in the hands of the human representatives of the nomad and transhumant movements.

This year, shepherds from 32 countries brought the world’s attention to their concerns with this unique method – and there is no better proof that the power of guerilla PR can win anyone over. African sheep grazers using the shock and association techniques of capitalist bloodsuckers is globalization at its finest, though perhaps not at its best.

Speaking in terms of the other party in imbalanced negotiations is a smart play, and the allusion to the Running of the Bulls benefits from the associated sentiment. Still, there is something disingenuous and distasteful about the practice. Once past the cuteness and novelty of the idea, there is a creative and conceptual void. From the perspective of the urban-development-backing authorities, the march is more of a masquerade, a moving petting zoo. Much of the media covering the event appears to be in accord with this viewpoint as many major news sources focus on the spectacle aspect, giving as much interview time to the movement’s leaders as to excited mothers, cameras in hand, waiting for the magical moment of tot-to-sheep interaction.

Another absent point of coverage – achievement. What has this event brought about in terms of legislation? It is difficult to tell whether you look to CNN, Fox or the BBC. As much fun as it is finding out about yet another global problem, reading about solutions, even attempts, would be nice too. Otherwise, it seems that what 15 years of sheep parades have brought about is family entertainment and extra shifts for city sanitation employees.

What happens after the march? Is there a significant correlation between happy mothers who have pictures to show friends and happy mothers who go to the polls to protect grazing areas and routes? If not, what will the organizers have to do to achieve their goals? With the growing number of gimmicks and hype campaigns use to compete with each other, it seems that nothing short of Bono in a Bo Peep outfit would take this event to the next level.

The next step in guerilla PR would require that the movement reinvent itself. However, that would be counterintuitive to the people fighting to keep their status quo. Changing to get attention would be selling out, abandoning the cause. Nevertheless, that is necessary for the following PR step: redemption. Dignity as a – I have to say it – sacrificial lamb is really a small price to pay.