PETA AUSTRALIA: 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.
MEK worked closely with PETA Australia to create a campaign to raise awareness of human rights issues in slaughterhouses, showing a different side to the exploitation of these practices that people don’t know about nor generally consider when it comes to food production.
SCOPE OF WORK
Campaign Design
Campaign Development
Digital Design
Campaign Design
Campaign Development
Digital Design
UN SUSTAINABLE DEVELOPMENT GOALS
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
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
Entitled Killing for a Living, our campaign shows a different side of the suffering inside slaughterhouses: through its workers. 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.
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. Feedback from the campaign has shown that many people 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
