The World Society for the Protection of Animals approached us about raising awareness of the plight of farm animals in the run up to the G20 Summit in Rio in June. We developed a campaign that leverages social media to mobilise public opinion around the issues, with a Facebook app that measures an individuals impact on farm animals based on their consumption – their ‘Pawprint’. Over 60,000 people have taken the action to sign the Pawprint petition.
The campaign is supported by a three minute animated video which, through an entertaining narrative, demonstrates the positive and surprising impact of kinder farming on the wider society.
And also see the WSPA Animal Samba Squad in action at Rio+20 here.