Does Puma’s cat or Geico’s gecko deserve a royalty?
The upstart Animal Copyright Foundation wants all companies that use images of animals in their marketing to donate 1 percent of their ad budget to support animal rights. Founder Gregory Colbert, a renowned Canadian photographer (ashesandsnow.org), says he'll organize a team of bloggers to harass companies that don't pay up. He hopes to raise millions a year in donations. Judy Wicks, who runs the White Dog Café in Philadelphia, is cool on the idea. "Why shouldn't I just give my money to the groups I want directly?" she asks. Below, some other perspectives.
Logo: A pink whale
Designs neckties and other dandy apparel
Estimated donation:* $500
View: "I'd consider it, since the whale has been so critical to Martha's Vineyard, where we got started," says co-founder Shep Murray.
Little Moose Press
Logo: A horned moose
Santa Barbara, California
Estimated donation: $200
View: "I'm generous, but I don't like people forcing me to do anything," says owner Ellen Reid. "Plus, I don't like the idea of people knowing how much I am giving."
Logo: A rhinoceros
New York City
Designs urban apparel
Estimated donation: $50,000
View: "We donate much more than 1 percent of our annual ad budget toward rhino relief--more than $250,000 over the past two years," says a spokesman.
*Estimated donation is equal to roughly 1 percent of a company's annual advertising budget
Last updated: May 1, 2006
DARREN DAHL is a contributing editor at Inc. Magazine, which he has written for since 2004. He also works as a collaborative writer and editor and has partnered with several high-profile authors. Dahl lives in Asheville, NC.