Animals Australia has launched an integrated campaign highlighting the plight of breeding pigs in Australia. Radio and video are used to introduce Australians to Lucy, the owner of a three-year-old voice, who talks about what it’s like to be trapped, cramped and pregnant on a pig farm.
“Describing a breeding sow’s life in a factory farm through the eyes of a child is completely relevant when you realise that pigs have a similar level of intelligence to a 3 year old child,” said Animals Australia Executive Director Glenys Oogjes.
“Despite being intelligent, despite having the same ability to suffer as the family dog or cat, pigs have been abandoned by law makers, whilst industry operators rest easily knowing that the suffering that occurs within the walls of their factory farms are well hidden from Australian consumers.”
“Most Australians would not knowingly support animal cruelty. Currently the majority of pork products on supermarkets shelves have been produced through factory farming – whether in Australia or overseas. This campaign is about giving Australian consumers the chance to make informed choices – and to lodge a vote with their purchasing power against animal cruelty.”
Click on the image below to play the video in YouTube
The Lucy campaign was developed pro bono at RazorJunior Sydney by creative director/art director Josh Moore, copywriter Nigel Clark, account manager Becky Brown and agency producer Liz Coleman.
The spot was animated by Jeff Smith at Deep Animation NZ.