PETA AUSTRALIA
EXPOSING HUMAN RIGHTS ISSUES IN SLAUGHTERHOUSES
SCOPE:
Campaign Design
Campaign Developmment
Digital Design
UN SUSTAINABLE DEVELOPMENT GOALS:
#3 Good Health & Wellbeing
#13 Climate Action
#15 Life on Land
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
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, we worked with PETA Australia to create a campaign to raise awareness of human rights issues in slaughterhouses. Entitled Killing for a Living, the campaign shows consumers a different perspective of the suffering inside slaughterhouses: through the workers.
Our approach merges visual and verbal storytelling, combining real experiences with evidence to communicate the truth in a powerful way, with the intention of education and encouraging 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.
With Australia being one of the world’s top meat-eating countries with an annual consumption of 89.6kg per capita in 20191, we worked with PETA Australia to create a campaign to raise awareness of human rights issues in slaughterhouses. Entitled Killing for a Living, the campaign shows consumers a different perspective of the suffering inside slaughterhouses: through the workers.
Our approach merges visual and verbal storytelling, combining real experiences with evidence to communicate the truth in a powerful way, with the intention of education and encouraging 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.
SEE MORE ABOUT THIS CAMPAIGN AT PETA AUSTRALIA︎︎︎
