Guides to animal-friendly shopping

Client and Partner: Ombuds Office for Animal Protection of the City of Vienna
Goal: Develop shopping guides for animal-friendly purchasing of foodstuffs of animal origin.
Task: Prepare evaluation schemes and research label guidelines; develop and apply classifications and assessments
Period: multiple periods between 2018 and 2023

Anyone who wants to take animal welfare into consideration when buying products of animal origin will find themselves in a jungle of quality seals and brand labels that want to make people buy their products. But which of them really say something about animal welfare and what exactly? The shopping guides of the Ombuds Office for Animal Protection of the City of Vienna set out to answer these questions in a clear and concise way and enable you to choose the most animal-friendly alternative when shopping and eating out.

Species conservation for sharks

Client and Partner: International Fund for Animal Welfare
European Union to support the listing of hammerhead and requiem sharks in Appendix II of the Convention on International Trade in Endangered Species (CITES)
Task: Provide information and engage in direct dialogue with relevant decisionmakers in Austria, the Czech Republic, Hungary and Slovakia to gain support for the objective above
Period: January – August 2022

While sharks play a crucial role in the marine ecosystem, on which we all depend, they have been largely neglected in international species conservation policy over the past decades.

Today, every second shark species is endangered globally. In addition to habitat destruction, this decline is also caused by the trade in shark fins and meat, which kills more than 100 million sharks every year. This trade is largely unregulated. Only very few shark species are covered by CITES, which is to regulate international trade so that species do not become extinct because of trade.

Thus, at the Conference of Parties to be held in November 2022, shark species affected by trade will be proposed for listing in Appendix II of CITES. This would condition trade in these species on export and import permits from the competent authorities.

More than just “system-relevant”

Childminders in Austria

Client and Partner: Federal Association of Childminders in Austria
Increase awareness of childminders’ value and merits to Austrian society
Task: Draw up a range of measures, provide ongoing advice, create an action video
Period: July – October 2020

Day after day, more than 3,300 Austrian childminders care for nearly 11,000 children. They offer childcare in family-like structures and small groups responsive to the children’s individual rhythms and needs. It’s a service and support that’s indispensable for society – not just in times of COVID, but now more than ever. In particular in times that are economically hard for families and single parents, warm and professional childcare across the country plays a vital role.

The Federal Association of Childminders in Austria approached SHIFTING VALUES asking for concepts on how to increase awareness of childminders’ importance and achievements in the context of an action day on October 7th.

Animal welfare and environmental protection in food production

Client and Partner: Vienna Municipal Department for Environmental Protection
Goal: Develop measures to promote the necessary development towards a much fairer, environmentally sound and animal-friendly food production in a participatory round table process with stakeholders along the entire value chain
Task: Process support; expert advice; participation in the plenum and the smaller working groups; involvement in the final editing of the results.
Period: May 2019 – October 2020

The City of Vienna initiated a round table process involving representatives from various municipal departments, hospitals, retirement homes, schools and kindergartens as well as from universities/science, agriculture interest groups, the private sector and environmental and animal welfare NGOs. SHIFTING VALUES participated in all working processes, summarised the results of discussions, researched information and was part of the editorial team for the final product.

Criteria for the procurement of fish and fish products

Client and Partner: Vienna Municipal Department for Environmental Protection
Goal: Increase sustainability, environmental protection and animal welfare in the procurement of fish and fish products by facilities and services run by the City of Vienna
Task: Prepare a set of criteria for the procurement of fish and fish products within the framework of ÖkoKauf Wien, and arrange a conference on this topic.
Period: 2019

The City of Vienna commissioned SHIFTING VALUES to prepare the basis for establishing a catalogue of criteria on fish and fish products in ÖkoKauf, Vienna’s programme for sustainable procurement. For this purpose, we analysed science on both fishing (at fishing area and population level) and aquaculture and organised a high-level expert and stakeholder conference. The results of both processes will be reflected in the future fish criteria catalogue of ÖkoKauf Wien.

Crowdfunding campaign “A preview of climate catastrophe”

Client and Partner: own project by Shifting Values
Goal: Raise funds to make the book project “A preview of climate catastrophe” possible. The author, Margi Prideaux, lost her house and all her belongings to the wildfires on Kangaroo Island, Australia, in January 2020.
Task: Carry out a crowdfunding campaign in support of the book project, which would allow the author to write down her terrible experience with climate change from the point of view of a sufferer, but also an internationally experienced nature and species conservation campaigner.
Period: March/April 2020

Shifting Values received great support by the renowned creatives agency Springer & Jacoby, who developed the main campaign visuals for online communication and even arranged for free billboards.

#Wildlife Crime

Online Trade in Endangered Species

Client and Partner: International Fund for Animal Welfare (IFAW)
Goal: Highlight the dimension of online trade in live animals and products made from endangered animal species, derive calls on politics and website operators, and report incidents of illegal trade to the authorities.
Task: Research the online trade in internationally protected animal species on small ad platforms and social media in Germany, and prepare incidents of illegal trade for the authorities.
Period: August 2017 – March 2018

SHIFTING VALUES has been part of an international team which did a research into the online trade in endangered animal species in four countries (France, Germany, Russia, UK). This included those species strictly protected according to Annex A to the EU CITES regulation, as well as selected Annex B species. The research covered both live animals (predominantly reptiles, but also wildcats, primates and others) and products made from protected species (e.g. ivory, leather, taxidermy).

For the first time, the researchers also investigated the trade in endangered species on social media.


Client and partner: OceanCare and NRDC
Goal: measures to improve protection of marine wildlife from intensive noise in European waters, with focus on the Mediterranean Sea.
Period: 2012 – 2017

OceanCare and NRDC join forces and energy to achieve measures in European waters that protect marine wildlife from noise, in particular from intensive noise sources. The focus of our work is on the Mediterranean Sea. These efforts to have effective measures implemented that protect marine wildlife from intensive noise sources will be continued in the long run.

SHIFTING VALUES works on behalf the two organisations and is part of the team which achieved measurable progress in the period 2012–2017. Here’s only a small selection of successes which we have been instrumental in achieving.

Animal Welfare as a criterion
for investment capital allocation

Client and partner: Humane Society International
Goal: make animal welfare a binding criterion for investment decisions within the World Bank Group, the EBRD, and the OECD export credit group.
Period: 2013 – 2016.

On behalf of and in cooperation with Humane Society International (HSI), SHIFTING VALUES achieved within less than four years that animal welfare was made a binding criterion for investment capital grants by the World Bank and the EBRD, as well as for export credit guarantees by export credit agencies (ECAs).

A report published in 2013 (“International Finance Institutions, Export Credit Agencies and Farm Animal Welfare”) for the first time turned public attention to the fact that hundreds of millions in public monies are being invested in livestock operations that cause vast animal suffering. EU countries, too, provide public monies, even if the agribusiness operations in third countries fall short of EU minimum animal welfare standards.

The consequences are multifaceted:

  • immense billionfold animal suffering
  • distortions of competition
  • support for companies that are already market leaders, thereby negatively impacting on rural structures.


Client: own project by Shifting Values
Goal: discussing chances and limitations of critical documentaries, and making a statement on changing the attitude towards dolphins in Japan
Period: December 2015

December 3rd, 2015:
SHIFTING VALUES organises a special screening of the documentary THE COVE, which has been awarded an Oscar as the best documentary and several other film awards, in Vienna. Dolphin protection activist Ric O’Barry, former ‘Flipper’ trainer and main protagonist of THE COVE, is present in the cinema, takes part in a panel discussion on “Chances and limitations of critical documentaries” and speaks about his activities and experiences in Japan.

December 4th, 2015:
Supported by international marine conservation OceanCare, SHIFTING VALUES together with Ric O’Barry and Viennese artists Axel Just and Benjamin Fillitz send out a creative and artistically ambitious signal for dolphin protection. The image STAY WILD created by the two artists has been inspired by the centuries-old culture of Japan and interprets quotes from Japanese history of art in a contemporary context.

Already in May 2015 in Vienna, SHIFTING VALUES organised the Austrian premiere of the documentary BLACKFISH, which had won several awards, too.


Client and partner: Four Paws
Goal: Public discussion about using fur in fashion, and focus protests on the label “Burberry”, which sources fur from Finnish fox farms.
Period: Autumn 2014

The campaign #SaveKimi was developed, prepared, coordinated and implemented by SHIFTING VALUES. In this campaign, Kimi represents more than 2 million foxes being killed every year on Finnish fur farms. According to our vision at SHIFTING VALUES, we intentionally placed the individual in the centre of communications in order to lend the suffering a face. By placing the individual in the centre, the way how we treat this individual becomes the main focus.

Owing to tens of thousands of Facebook friends, more than 1000 #SaveKimi postings on Instagram, numerous media guerrilla actions in major cities throughout Europe, as well as broad support by musicians and actors, the initiative reached out to several million people. Hundreds of thousands voiced their protest against fashion labels using fur. A broad public was made aware of the suffering of fur animals. A respectable result of a short-term campaign.

Putting an end to
illegal online pet trade

Client: Ombuds Office for Animal Protection of the City of Vienna
Goal: Performing an analysis of the online trade in animals kept as pets in Vienna, and providing expertise for the development of concrete action.
Period: several phases from 2013 to 2016

Remark: Shifting Values conducted the first comprehensive study on this issue in Austria. The study as well as current data prepared on an ongoing basis enabled the city administration to take target-oriented action. Over the project period, illegal online pet trade declined significantly and platform operators changed their policies, which has been documented by statistics and concrete examples.

The study focused on dogs (especially puppies), cats and reptiles. It involved monitoring pet animal advertisement numbers on six main classifieds platforms as well as further investigations into the practices of illegal traders.


An animal, its picture, its story

Client and partner: Far East Russia Orca Project (FEROP) and Shifting Values
Goal: Placing the fascination with an individual into the centre of communication about whales, and thereby promoting the protection of whales.
Task: planning a worldwide campaign, implementation and media work in cooperation with the FEROP team
Period: April 2012

In April 2012 the Far East Russia Orca Project (FEROP) and SHIFTING VALUES release information about the first ever observation of an all-white adult male orca. This orca, named ICEBERG by the team of scientists around whale expert Erich Hoyt, has been observed in the North Pacific, east of the Kamchatka Peninsula.

The reactions to the sighting of the “White Russian” are stunning, granting him popstar-like status overnight. The official YouTube clip earned more than 650,000 visitors in the first week. In addition, more than 200,000 visitors in one week watched the Iceberg clip featured by Russia Today. In Germany alone, more than 80 different print media publish his picture.

ICEBERG is a striking evidence for the fact that the uniqueness and beauty of wildlife fascinates people all over the world. This is very important, because fascination is an important motivation for nature conservation – and that’s what the young and dedicated scientists of the Far East Russia Orca Project want to achieve off Kamchatka and the Commander Islands. They want to direct attention to beauty and diversity, as opposed to growing economic interests of the fisheries and petroleum industries in the region.

#Sonar Sucks

Noise against noise.

Client and partner: Whale and Dolphin Conservation (WDC) and the punk band Itchy Poopzkid
Goal: making underwater noise, until then a largely disregarded issue, known to the public
Period: 2010 – May 2011

Remark: Nicolas Entrup was then in charge of this campaign (planning, coordination, implementation, media work) as the CEO of WDC Germany and head of campaigns of WDC international

Until some years ago, noise pollution of the world’s oceans has been an issue largely unheard by the public. Hardly anybody wanted to tackle it, there were too many hurdles ahead. The issue is complex, the polluters (military, oil industry) seemingly insuperable. Our idea? We are louder, we are provocative, we stir it up. We bring the consequences of underwater noise to the surface.

The punk band Itchy Poopzkid writes a song for the international cetacean conservation organisation WDC: Why Still Bother. It becomes the hymn of the campaign Sonar Sucks. A polarising video: A dead porpoise gets blasted – the noise is “blowing up its head”.

The campaign’s creative process has been supported by Peter Treibenreif’s agency section e.


Client and partner: Whale and Dolphin Conservation (WDC)
Goal: founding and building up the German WDC branch; developing and heading international campaigns
Period: CEO of WDC Germany 1999–2011, head of campaigns WDC international 2010/11

Remark: In Summer 2011, Nicolas Entrup decided to take over fresh challenges and handed over the management of the German WDC office to his successor with an active supporter base of 13,000 persons. Over his 12 years as CEO, WDC became one of the leading marine conservation organisations in Germany. The numerous campaign successes include bringing about a strong position of Germany within the International Whaling Commission (IWC) by closely cooperating with environment minister Künast, who renounced the compromise policy of her predecessors; a ban on international trade in Black Sea dolphins; preventing dolphin catches and closing down several dolphinaria; making underwater noise an issue and many things more.

One personal highlight for Nicolas Entrup during this period was to participate in developing the “Declaration of Rights for Cetaceans: Whales and Dolphins”, which was written and adopted on the 21st and 22nd of May 2010 by an international expert panel from various disciplines at the university in Helsinki, Finland.

Some might interpret this Declaration as revolutionary, others as a logical consequence based on increasing information available. For cetacean species, it is their only chance against the pressures caused by human activities in the world’s oceans. Now, practical implementation has to follow the academic vision. This is where the journey for shifting values starts …