PETA Australia


SCOPE OF WORK

Campaign Design
Campaign Development
Digital Design


UN SUSTAINABLE DEVELOPMENT GOALS
#3 Good Health & Wellbeing
#13 Climate Action
#15 Life on Land



EXPOSING HUMAN RIGHTS ISSUES IN SLAUGHTERHOUSES



People for the Ethical Treatment of Animals (PETA) is the world’s largest animal rights organisation, working to end speciesism and the exploitation of animals for food, clothing, entertainment and research. With Australia being one of the world’s top meat-eating countries with an annual consumption of 89.6kg per capita in 20191, PETA wanted to show a different perspective that people had a better chance of relating to: humans.






RESPONSE


Mek worked with PETA Australia to create a campaign to raise awareness of human rights issues in slaughterhouses to show a different take on the exploitation of these practices that people don’t know about or generally consider when it comes to food production. Entitled Killing for a Living, our campaign shows a different perspective of the suffering inside slaughterhouses: through its workers.















INSIGHT


We merged visual and verbal storytelling to amplify real life experiences that communicate the truth in a powerful way, to educate and encourage people to reconsider their role in the suffering of innocent sentient beings. Because no matter how we feel about animals, the business of killing them is also a human rights issue.






IMPACT


The result is a powerful, memorable campaign that shifts the narrative from non-human animals to human animals; shaping the way people engage with the issue through empathy, education and compassion. Many have vowed to never eat meat again after learning the truth behind industry practices and how deeply it affects everyone involved.

SEE MORE AT PETA AUSTRALIA






“Mek’s work is original and engaging. They know how to make scroll-stopping campaigns that get the right message out there. It’s a pleasure to be able to work with creatives whose values align with PETA’s.”


LAURA WEYMAN-JONES, MARKETING MANAGER












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