SAFE (Save Animals From Exploitation) campaigns include protests against rodeos on the grounds that they injure and terrify animals for human entertainment. Animal welfarists from other organisations, including the RNZSPCA, support this stand. In 2012, when an international rodeo event was organised in Hamilton with city council support, SAFE activists erected a huge billboard outside the council buildings the day before the event. They compared the Hamilton City Council's position unfavourably with that of Auckland City Council, which in 2008 banned rodeos on council land for animal welfare reasons.
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