A new campaign from Animals Australia has hit out at factory farming with a video displaying disturbing imagery relating to the practise.
The campaign, created by Loud in a pro-bono capacity, has been spearheaded an 11 minute film which will be cut down for viewing as a television spot.
The mini-documentary has also included a Babe-style musical number and celebrity endorsements from the likes of Dave Hughes and Rove McManus, and has asked for donations from the public.
It has included the strapline 'Make It Possible'.
Rather than sending out a press release relating to the camapign, Loud chief executive Lorraine Jokovic sent a letter out to the industry asking for support.
It read, in part: “Last night as I put the finishing touches to Loud's press release to announce the largest ever, national public awareness campaign created for Animals Australia, I received an email from Lyn White their campaign director. Lyn asked me to review a 10 minute film, created by her team, to send to thousands of supporters who had already donated to the campaign - without having even seen it yet!
“After watching it I called her. I wanted her to know that after working closely with her and the team for many years and after realising results we could never have dreamed of, that I believed this campaign could create the level of change we’ve been working towards.
“I'm not sure why this was such a revelation. I know advertising works. Maybe it was seeing I8 months work there on the screen and remembering how powerful the idea was when we first presented it to Animals Australia.
“So, instead of a press release to showcase a new TV, cinema and viral campaign, I want to take the opportunity to ask if you would help us launch this campaign.
“After all, we are an industry who pioneers change every day.
“There are many things in this world we are powerless to change, but this is not one of them. At the very least we owe all animals raised for food in this country, a quality of life and protection from cruel treatment. This campaign will encourage retailers, producers and consumers to work together to ensure that Australia sets a precedent in ethical care of animals for the world to follow.”
She went on to write: “I want to thank every creative person who contributed to this world first. And by creative person I mean not just copywriters and art directors, but the musicians, the animators, the editors, the producers, the growing list of celebrities and high profile chefs, and above all the amazing teams at both Loud and Animals Australia.”
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