FROM A HIDDEN PROBLEM TO OUT IN THE SPOTLIGHT. OR, HOW A LITTLE PIG IS FINALLY GETTING HIS WINGS.
Factory farming causes the most cases of animal cruelty in the world today and has only been allowed to thrive because it has been hidden from public view. In Australia alone, nine out of ten pigs, more than 450 million chickens and 13 million laying hens are factory-farmed annually. With this in mind, Animals Australia challenged LOUD to create a campaign to educate the public and in turn, inspire consumers to take action and make a world without factory farming, a reality.
The charity market is saturated with causes asking for assistance, which meant consumers had become de-sensitised to issues that seemed beyond their capabilities to help. Therefore, the insight that drove this campaign was empowerment. While this was a daunting issue, it was still within every person’s power to make a difference. From this insight came the ‘Make it Possible’ campaign where we empowered individuals to make a choice and join a movement alongside Australian icons like Pat Rafter and Missy Higgins to end factory farming.
Within 6 months of the campaign launch, over 100,000 thousand people have committed online to ‘Make it Possible’ with pledges ranging from refusing factory-farmed to going completely meat free. Over half a million dollars has been raised so far and Animals Australia has 3000 more monthly donors to the cause. However, the most important result of all, both Coles and Woolworths have made commitments to remove factory farmed pork product and cage eggs from their shelves and Animals Australia has become an influential voice for animal welfare in Australia.
The Responsible Gambling Fund is attempting to break down the barriers of shame, denial and hopelessness by encouraging those with a problem to contact Gambling Help. We aimed to reposition the action of seeking help into a courageous action, as opposed to a sign of weakness, as previous campaign strategies have done.
Set to Powderfinger’s ‘These Days’ soundtrack, the TVC is strong example of positivity and empowerment.
“We’re lucky to have had the opportunity to work with some iconic Australian talent in tackling an issue that affects many Australians. The vision of filmmaker Gregor Jordan accompanied by the music of Powderfinger helps drive home both a positive and empowering message.” LOUD ECD Steven Thomson said.
Running as video pre-rolls and online rich media banners, the campaign is supported by ATMs in pubs and clubs, radio partnerships and online display banners.
Australia’s largest ever crowd-funded advertising campaign serves as a heart-wrenching exposé of the inhumane conditions found at commercial puppy farms, which supply the majority of dogs bought in pet shops and online.
Visually this is a simple technique that puts the perceptions of dog owners directly under the spotlight.
“People are passionate about their dogs and this campaign turns peoples love for dogs into a reason to make life better for all of them in the long run, because truly caring about your dog means caring (and investigating) where they are from.” Lorraine Jokovic, CEO of LOUD.
Lyn White, Campaign Director at Animals Australia added, “This is a unique look at an astonishingly overlooked issue from the perspective of those who can actually make a difference. Most importantly, greater awareness will help end this commercial cycle of cruelty and hopefully lead to more dogs being adopted.”
The campaign itself received over one million views in its first 24 hrs. Most importantly it was instrumental in changing government legislation of the dog breeding industry.