"Decades of hard-hitting humane education messages"? The gall is staggering!
What hard-hitting messages? Does Mr Daniell perhaps mean the BC SPCA's careful little 1 + 1 = 6 ad that is shared with the BC Veterinary Association. It sure isn't hard-hitting by any reasonable definition.
SPCA ads have always been to promote itself, not animal welfare. Send us money is the usual message. Our favourite SPCA is the ad on the bus stop bench in front of the long-time pit bull breeder's house that was a few blocks from the Vancouver SPCA, the one that the SPCA ignored for years.
Out of its tiny budget, AAS has spent many thousands of dollars to bring the cruelty message to the province of BC and to drive the SPCA to prevent cruelty, as its donators think it is. In December and January alone, AAS spent over $7,000 on true education ads.
(see real hard-hitting educational ads: http://animaladvocates.com/Adverts.htm)