| Title | It doesn't have to be this way. |
| Agency |
Grassriots
|
| Campaign |
Change for Chickens
|
| Advertiser |
World Animal Protection
|
| Brand |
Change for Chickens
|
| Date of First Broadcast/Publication |
2017 / 3
|
| Business Sector | Feed & Nutrition for Farm Animals
|
| Story | Chickens are the most-farmed animal on the planet, with 60 billion being raised every year and nearly 40 billion of them in low-welfare industrial farms. World Animal Protection launched a global campaign to improve the lives of meat chickens. The goal of the campaign sought commitments from global food retailers that would improve the lives of 10 billion chickens by 2020 – to give chickens more space and natural light, provide features that allow them to perform natural behaviours such as perching and dust-bathing, and bred at a healthier, more natural growth rate. This online campaign was part of a larger campaign seeking commitments from global food retailers to improve the lives of 10 billion chickens by 2020, and resulted in Wendy’s and Burger King making that commitment. |
| Philosophy | An advocacy campaign to get responsible consumers who are frustrated with businesses who do not consider animal welfare to end the suffering of billions of animals by showing that chickens are suffering and they don't have to be. |
| Problem | Chickens are the most-farmed animal on the planet, with 60 billion being raised every year and nearly 40 billion of them in low-welfare industrial farms. Currently, most chickens are denied space and natural light, the ability to perform natural behaviours such as perching and dust-bathing, and are bred at an unnatural growth rate. |
| Result | This online campaign was part of a larger campaign seeking commitments from global food retailers to improve the lives of 10 billion chickens by 2020 and resulted in Wendy’s and Burger King making that commitment. |
| Media Type |
Social Media
|
| Creative Director |
Paul Bonsell
|
| Art Director |
Deborah Caprara
|
| Copywriter |
Paul Bonsell
|
| Photographer |
Mark Ridout
|
| 3D Artist |
Mark Ridout
|
