The challenge
International non-profit Mercy for Animals has been fighting for a more compassionate world for farmed animals for over 25 years, which includes the fight against malpractices in shrimp farming (namely eyestalk ablation and ice-slurrying).
Following the initial success of their shrimp welfare campaign, the nonprofit wanted to leverage UK media to help educate the public on inhumane shrimp farming practices, and ultimately, increase pressures on UK retailers to commit to better welfare standards.
We needed to raise awareness of an issue that wasn’t on the public agenda, at a time that is notoriously tricky to get media cut through i.e. the pre-Christmas lead up in December.
Our approach
With prawn cocktails, tempura and sarnies on everyone’s festive menus that year, we used this as our hook to get the media’s attention – and use it as a platform to share Mercy for Animal’s stats and call for ban on cruel farming practices.
As part of our coverage, we secured an in-depth feature in the Daily Mirror, meeting the campaign’s key objective of raising awareness amongst the general population and educating new audiences.
