We launched our campaign to end the use of reindeer and other live animals in festive events in 2017, in response to an increasing number of captive animals being used for ‘entertainment’ across the holiday calendar.
Reindeer are sensitive, gentle, semi-wild animals who should be roaming free in the Arctic tundra – not stuck in shopping centres, forced to parade down busy concrete streets, and kept in captivity for the rest of the year.
What's wrong with using reindeer in festive events?
What is Animal Aid doing?
Animal Aid conducted multiple investigations into reindeer centres and uncovered deliberate abuse, including reindeer being kicked and shouted at. Reindeer were also found with raw, exposed skin, diarrhoea and skeletal abnormalities. Animals were displayed for hours on end under bright lights and significant noise, with nowhere to retreat to. This sort of environment is hugely stressful for these gentle creatures.
We proudly work alongside the Born Free Foundation, Freedom for Animals and OneKind as part of a reindeer coalition. Together, we have sent countless open letters to event organisers. In 2024, 17 other animal protection groups joined us in asking event organisers to go animal-free.
In 2024 we wrote and produced a children’s book called Rollo’s Long Way Home. This beautifully illustrated book tells the story of a young reindeer named Rollo who is fed up with life in captivity and being paraded in front of strangers. He journeys home to the wild, where he belongs.
To encourage children (and adults!) to think differently about how we use animals, we sent more than 150 copies to schools for free. Grassroots groups were also hugely supportive of the initiative, with Lancaster Animal Protection organising a storytelling event in a bid to discourage live animal events in their local area.
Rollo also appeared on billboards and a digital ‘advan’ in Ascot, parking up in busy locations and stopping by Lapland UK. Despite widespread outrage from the public and tens of thousands of petition signatures, Lapland UK continue to use reindeer and huskies in their seasonal events.
But we’re hopeful that Rollo may encourage them to make the kinder, animal-free choice in 2025.
Take action for animals used in festive events
No animal should suffer for entertainment. If you hear of any events near you which are planning to use live reindeer or any other animals, please let us know and we will try to contact the organisers.