PETA AUSTRALIA
SCOPE OF WORK
UN SUSTAINABLE DEVELOPMENT GOALS
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 never to eat meat again after learning the truth behind industry practices and how deeply it affects everyone involved.
See more of this campaign at PETA Australia︎︎︎
See more of this campaign at PETA Australia︎︎︎
PHOTOGRAPHY
Jo-Anne McArthur, We Animals Media
Farm Transparency Project
TESTIMONIES
Confessions of a Slaughterhouse Worker
Last Chance for Animals
1Are we approaching peak meat consumption?
University of Sydney/Curtin University
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