Animals Australia needed a campaign that addressed the appalling conditions breeding sows lived in, not to mention the tremendous hardships they had to endure throughout their entire lives.
People were desensitised to images of these animals living in squalor, so I created a campaign that revolved around the end product - the actual recipe. To add some topspin to the thought, we bought media specifically where women were looking for something to cook for dinner, making the shots look amazingly appetising. But when they read the actual recipe, the facts were very hard to swallow.
The campaign generated a tremendous amount of free PR on radio and TV, and a digital campaign further reinforced the messaging. The campaign succeeded in getting two states to remove sow stalls and cease the cruel clipping of docking practices. Plus, Coles even agreed to sell free range pork only.