The NGO World Animal Protection is carrying out a campaign that seeks to reflect, through sounds and smells, the harsh reality that animals live in factory farms. The only objective: to create impact and awareness.
World Animal Protection started a campaign focused on showing the truth behind fast food restaurant chains and deceptive supermarket campaigns that make us consumers believe that animals are raised under welfare conditions.
The harsh reality is that factory farms are the largest source of animal cruelty in the world, and it is a truth that both restaurants and supermarkets do not want to disclose.
An alarming reality
Annually, 50 of the 70 billion farm animals worldwide are forced to live and suffer on factory farms. In them, they live locked in cages, away from their mothers, without seeing the light and without the ability to move or develop natural behaviors. In short: they are treated like machine gears.
Even many animals (as is the case with chickens in particular), are selectively bred to grow quickly, causing them lameness, weak or broken bones, infections and failure of their organs.
To communicate a high impact and awareness message, World Animal Protection joined multisensory agency Condiment Junkie to launch a sensory brochure and an audio experience that seeks to recreate the difficult situation that farm animals face, appealing to awaken the emotions and sensations of the recipient.
The campaign: awareness, emotions and impact
The brochure consists of an image of a popular sandwich, presented in a striking way that invites you to breathe in what is believed to be a delicious aroma. However, when you remove the label to perceive it, what you smell is something unexpected and unpleasant. The smell is stale from fear, stress and suffering. When you open the communication piece, you can see the source of the smell: a harsh image that reflects the cruel conditions in which farm animals live throughout their lives.
Research tells us that when an image is accompanied by a scent, people react more emotionally to the image. Using the power of scent and disgust, moral judgments can be made harsher, helping to convey this important message in a novel and unforgettable way.
Why this campaign? Some examples of cruelty
Although not everyone knows it, pigs are one of the oldest species of farm animals and domesticated by humans six thousand years ago, even earlier than cows. They are super social animals and have more than 20 types of sounds. In fact, piglets can recognize the voice of their mothers calling to them for dinner or when nursing them, singing to soothe their babies. And unlike what most people think, they are super clean!
Pigs never use the place where they eat and sleep to go to the bathroom, but this happens because they do not have enough space, something that has become an everyday style in many factory farms around the world. Those who live in an industrial production regime, they can seldom take their mother's milk in stride, feel the earth under your feet, see the natural light of the day or they can have fun with their companions. On the contrary, to they can hardly move.
Chickens, for example, are another case of excessive suffering. Many consumers avoid forming a cognitive or emotional connection with them because in this way, it can be easier to deal with the moral dilemma associated with the low level of animal welfare in the agricultural industry. But just like pigs, chickens also need to be helped.
Most of us imagine chickens running freely, pecking, scratching the ground, stretching their wings. This is normal chicken behavior. However, This is not how billions of chickens are raised. In contrast, in many industrial sheds, there is no enrichment, no natural light, there is no room to scratch, peck or stretch its wings. Most of the time, they tend to be sitting on their own stool, suffering ammonia burns from doing so.
In relation to the campaign that World Animal Protection carries out to publicize the true life that animals lead on many farms around the world, Mark Dia, Global Director of Agriculture of the NGO, says:
“Forget the slogans, forget the smart advertising: we want people to know that behind those big supermarkets and fast food restaurants are farm animals that endure pain, fear and dirt. Also, there are other costs included in the cheap price: the rise of “super bacteria” due to the massive overuse of antibiotics on factory farms, water pollution, climate-changing emissions, and much more.
“These supermarkets and fast food restaurants have the power to create a better life for farm animals. World Animal Protection is calling on the public to eat less meat, demanding that companies listen to their customers and source meat from better-welfare farms.
“Better welfare is good for animals, good for business, good for people and good for the planet. It reduces stress, injury and illness, decreases the use of antibiotics and provides higher quality meat for consumers. "