Use of kangaroo to promote tourism slammed by Animals Australia

October 13, 2022

Animals Australia has slammed Tourism Australia’s use of a kangaroo - ‘Ruby the Roo’ - to lead its new global campaign, given the mass slaughter of our national icon is the largest commercial killing of land-based wildlife on the planet.

The animal protection organisation has highlighted the hypocrisy of using kangaroos to lead Tourism Australia’s new global campaign while over 1.5 million kangaroos are cruelly slaughtered each year in a largely unmonitored and inhumane trade that turns our unique native wildlife into pet food, shoe leather and other products.

Animals Australia share that the Australian Government’s endorsed mass commercial slaughter of kangaroos in Australia has “become our national shame that has sparked growing outrage in the US, Europe and other countries that cannot understand our seeming indifference to a beloved species found only in our corner of the planet.”

Animals Australia Director of Development Louise Bonomi notes “Tourism Australia using a kangaroo as its ‘face’ of tourism is the equivalent of Japan adopting a whale as its tourism icon or Canada marketing itself using harp seal images.

Bonomi adds “If Australia Tourism’s ‘Ruby the Roo’ was an actual kangaroo, she would be targeted by the commercial kangaroo shooting industry.

“Tourists would be absolutely horrified if they had a glimpse of the nightly slaughter that inflicts immense suffering on kangaroos shot in the wild and huge trauma for the surviving animals who manage to escape the shooters’ rifles.

“This is an industry that thrives under the cover of darkness, which might explain why Tourism Australia were possibly unaware of it and did not anticipate any backlash. Most Australians would not know that this industry exists and that joeys are killed every night as ‘collateral damage’. Too small to be profitable, but too vulnerable to survive without their mums who are taken by shooters, the joeys are instead routinely killed by bludgeoning or decapitation."

The sale of kangaroo meat and leather has long been banned in California while a Kangaroo Protection Act introduced in the US Congress last year aims to ban the sale of kangaroo products nationally. A growing number of global brands are also turning their backs on kangaroo products as part of ethical buying policies that ban participation in international wildlife trades.

Bonomi continued “while the Tourism Australia advertisement conveys the compassion that most Australians have for kangaroos, no marketing campaign can undo the massive damage to Australia’s international reputation caused by our callous disregard of many of our unique wildlife species, including kangaroos."

Animals Australia have called on state and federal governments to put an end to the commercial kangaroo industry.

Images top and above: Credit: Animals Australia; image centre: Tourism Australia's animated kangaroo 'Ruby'

11th October 2022 - Ruby the animated kangaroo unveiled as Tourism Australia’s new brand ambassador

8th January 2008 - Government guide for humane killing of kangaroos slammed by animal conservationists

28th August 2022 - Former Federal Tourism Minister reveals why she fired Scott Morrison

11th February 2021 - Tourism Australia launches new campaign to boost business events across Australia

30th October 2019 - Tourism Australia launches new campaign ‘Come Live our Philausophy’

8th February 2018 - The smart strategy behind Tourism Australia’s ‘Croc Dundee’ Super Bowl pitch to the Americans

26th April 2016 - Tourism Australia teams up with GoPro to showcase the Gold Coast

28th January 2016 - New Tourism Australia campaign set to boost international visits to the Sunshine Coast

27th January 2016 - Tourism Australia launches new international marketing campaign

1st October 2015 - Tourism Australia begins filming on $40 million aquatic and coastal marketing campaign

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