Animals Australia: Change starts with one hopeful soul
What were the objectives for the creative work?
Animals Australia is one of Australia's foremost national animal protection organisation, representing some 40 member societies and thousands of individual supporters. Animals Australia has a track record of investigating and exposing animal cruelty. Over the past decade, Animals Australia has conducted investigations into the live animal export trade, most notably, Indonesia in 2011. In 2012, Animals Australia wanted to put a stop to animal cruelty affecting pigs, egg laying hens and chickens in factory farms.
In doing so, Animals Australia faced three Goliath-like challenges:
Australia's love affair with meat
Australia has the second highest consumption of meat per capita globally, consuming an average of 111.5kg of meat each year1. Concentrated Animal Feeding Operations (CAFOs, or 'Factory Farming') have become increasingly prominent in order to meet a rising demand for meat. In 2005, 40% of the world's meat production came from factory farming2.